1 Wackman
DANIEL B. WACKMAN
CHARLES T. SALMON
AND
CARYN C. SALMON
DEVELOPING
AN ADVERTISING
AGENCY-CLIENT
RELATIONSHIP
T
ermination of the relationship between an agency and a client is an everpresent possibility. In the last 10 years, there has been some indication that the trend toward more rapid turnover of agencies by client;s has increased. In a 1979 article in Dun 's Review, it was reported that "In recent years, the number of agencies dropped by corporate clients has risen considerably— the volume of such accounts exceeded $800 million last year (1978) according to Advertising Age."
1. DANIEL B. WACKMAN is a professor in the
School of Journalism and Mass Communication at the University of Minnesota. His research and teaching focus on issues involved in the management of advertising agencies and other media organizations, and he has recently coauthored a book, The Management of Media Organizations, to be published in 1987 by Longman. 2. CHARLES T.
SALMON is head of the public relations sequence in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. His doctorate is from the University of Minnesota.
3. CARYN C. SALMON is a marketing communication specialist at Madison General Hosptial in
Madison, Wisconsin. Prior to that, she was an account executive at two advertising-public relations agencies, Pringle Dixon Pringle, Inc., Atlanta, and
Colle & McVoy, Inc., Minneapolis.
The American Association of
Advertising Agencies (AAAA), under the leadership of its chairman, Lou Hagopian (1985), has expressed concern over the instability of agency-client relationships. The AAAA is developing an advertising campaign directed at the business community to make them aware of this problem. Others are developing training programs for agency and client personnel and a system for both monitoring and strengthening agency-client relationships
(Wackman and Boylan, 1985).
The obvious reason for concern, of course, is the considerable cost such
CHARLES T. SALMON
AND
CARYN C. SALMON
DEVELOPING
AN ADVERTISING
AGENCY-CLIENT
RELATIONSHIP
T
ermination of the relationship between an agency and a client is an everpresent possibility. In the last 10 years, there has been some indication that the trend toward more rapid turnover of agencies by client;s has increased. In a 1979 article in Dun 's Review, it was reported that "In recent years, the number of agencies dropped by corporate clients has risen considerably— the volume of such accounts exceeded $800 million last year (1978) according to Advertising Age."
1. DANIEL B. WACKMAN is a professor in the
School of Journalism and Mass Communication at the University of Minnesota. His research and teaching focus on issues involved in the management of advertising agencies and other media organizations, and he has recently coauthored a book, The Management of Media Organizations, to be published in 1987 by Longman. 2. CHARLES T.
SALMON is head of the public relations sequence in the School of Journalism and Mass Communication at the University of Wisconsin-Madison. His doctorate is from the University of Minnesota.
3. CARYN C. SALMON is a marketing communication specialist at Madison General Hosptial in
Madison, Wisconsin. Prior to that, she was an account executive at two advertising-public relations agencies, Pringle Dixon Pringle, Inc., Atlanta, and
Colle & McVoy, Inc., Minneapolis.
The American Association of
Advertising Agencies (AAAA), under the leadership of its chairman, Lou Hagopian (1985), has expressed concern over the instability of agency-client relationships. The AAAA is developing an advertising campaign directed at the business community to make them aware of this problem. Others are developing training programs for agency and client personnel and a system for both monitoring and strengthening agency-client relationships
(Wackman and Boylan, 1985).
The obvious reason for concern, of course, is the considerable cost such
References: Advertising '^ Age, April 4, 1983. Business Books, 1974. "Advertising in France: The Adverfiser-Adverfising Agency Relationship." European Journal of Marketing 10 (1976): 28-34. Newsome, J. E. "A Basis for Partnership: Choosing an Advertising Agency." Advertising Magazine 66 (1980)^ 26-28. Mitchell. "Signals of Vulnerabilify in Agency-Client Relations." Journal of Marketing 4, 4 (1980): 18-23. Relationships as Seen by Influenfials on Both Sides." journal of Advertising 11 (1982): 37-44. Agency Views." Journal of Advertising 10 (1981): 21-30. Levitt, T. The Marketing Imagination. New York: The Free Press, 1983. Agency Changes." Advertising-.^ Age, Julv 2, 1979. Harvard Business Review 45 (1967): 66-74. Boylan. Building Agency-Client Relationships. Minneapolis, MN: Interpersonal Communication Programs, 1985. Advertisers, Inc., 1981. Zelter, H. "Client-Agency Conflicts." Advertising Age, March 5, 1984.