Power and influence in advertiser-agency processes: interpreting inter-organisational service interaction

A study of advertiser satisfaction with agency creative services began with a series of exploratory depth interviews. Major advertisers explained how they attempt to obtain desired creative work. One outcome was a detailed description of the agency briefing and response process that occurs. Another was recognition of the issue of power and influence during the extended interactive briefing and response process. Analysis suggested a range of influence strategies were used by advertisers in their pursuit of the desired work. Such strategies seemed to follow a pattern of rapid escalation similar to a pattern observed in the management of urgent change.