Agency Mania: Harnessing the Madness of Client/Agency Relationships for High-Impact Results

Gralpois, a marketing professional who has worked with several organizations on both sides of the client/agency relationship, describes how to manage client/agency partnerships and improve their impact on business performance. He guides those in the marketing industry through the process of this relationship, from selecting an agency to optimizing long standing relationships, and discusses the value advertising and marketing communication agencies bring to their clients, managing agencies as a professional discipline and skill in today's corporate world, best practices for building sound agency strategy, conducting an agency search, setting up a contract, negotiating fair compensation, briefing agencies to set expectations, and measuring and improving performance. Annotation c2011 Book News, Inc., Portland, OR (booknews.com)