Using and Choosing an Advertising Agency Author:John Ward This clear and concise guide is designed to help you get the best from your agency, improve communication and, ultimately, realize the best advertising strategy for your brand. Humorous and well written, this book takes an honest look at common problems in the agency-client relationship, and makes practical suggestions to help you motivate a... more »nd evaluate your agency. It also looks at the process of changing agencies, and offers advice on how to make the process simpler and quicker. Some of the largest advertisers have been with the same agency for decades, while other brands seem to be constantly changing their agency. It is often more profitable and cost-efficient to improve the working relationship with your current agency rather than become involved in the time-consuming process of putting your advertising contract out to tender. This book will show you how to utilise your agency?s skills to the full and, therefore, make the best use of your advertising budget. Using and Choosing an Advertising Agency is a helpful, impartial book aimed at helping you to develop a more fulfilling and profitable relationship with your agency. It suggests new ways of working with the agency, advice on shaking up the team structure, and how to get the best out of your creative team. The book is divided into three main sections: · How to get the most from your agency. The agency?s potential, developing your current brands, getting the best creative ideas, effective use of media, demonstrating campaign success, evaluating the relationship with your agency and ways to improve it. · What to do if you?re not getting satisfaction. If you?ve decided that it?s time for a change, then this section takes you through the initial stages of putting your contract to tender, judging the pitches and choosing an agency that suits you. Practical advice on briefing, interim meetings and the pitfalls, and an inside look into what happens at an agency. · Trial marriages and test drives - a better way of picking your agency. Entertaining and informative, this book is an invaluable guide to those looking to get more from their agency or contemplating a change in their agency arrangements.« less