Swinburne
Browse

Clients' expectations of their advertising agencies: creativity and relationship management

Download (77.08 kB)
conference contribution
posted on 2024-07-09, 21:18 authored by Elizabeth LevinElizabeth Levin, Antonio Lobo
The importance of relationship management in business-to-business service provision contexts has been acknowledged for several years. This paper examines clients' expectations of their advertising agencies with regards to agency creativity, and also aspects of long-term business relationships. A qualitative study was undertaken with 15 clients of advertising agencies. The way clients define agency creative varies from creativity of the message to creativity of the media used to deliver the message. Clients who valued the relationship with their agencies alluded to partnerships, alliances and even described the relationship using a marriage analogy. Advertising agencies should effectively evaluate the four key findings that emerged from this study to foster long-term relationships with their clients.

History

Available versions

PDF (Published version)

ISBN

9780646563305

Journal title

ANZMAC, Australian &​ New Zealand Marketing Academy : 2011 proceedings. Marketing in the age of consumerism: Jekyll or Hyde?'

Conference name

Australian & New Zealand Marketing Academy (ANZMAC)

Location

Perth

Start date

2011-11-28

End date

2011-11-30

Pagination

6 pp

Publisher

Australian and New Zealand Marketing Academy

Copyright statement

Copyright © 2011 The authors. The published version is reproduced in accordance with the copyright policy of the publisher.

Language

eng

Usage metrics

    Publications

    Categories

    No categories selected

    Keywords

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC