Appendix BEverything You Need to Know AboutWorking with an Advertising Agency
I. Working with advertising agencies:
A. Relationship should be as business partner, not adversary.
B. Recognize the business versus creative conflict.
C. Recognize that the account representative is usually not rewarded for above-average profit on the account, but for quality of account team performance and client satisfaction.
D. Involve the agency in your business:
1. Provide them with more information than they need—marketing plans, sales analyses, salesmen’s reports, lab reports—about your specific business.
2. Invite them to visit the factory, sales meetings, management conferences, trade shows; the more they know about your business in general, the better ...
Get The Marketing Plan, 4th Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
