Agency / Client Relationshipsas Seen by Influential on Both Sides

Hotz, Mary R.; Ryans, John K.; Shanklin, William L.

doi:10.1080/00913367.1982.10672793

Cited by 39 publications

(23 citation statements)

References 2 publications

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“…Brand actors have a long tradition of conflicting perspectives on how to build and manage the relationship with consumers in designing and implementing branding strategies (Devinney & Dowling, 1999;Hotz, Ryans, & Shanklin, 1982;Kover, James, & Sonner, 1997). Their orientations are characterized by the long established dichotomy between CA (Beard, 1996;Gralpois, 2010;Lichtenthal & Shani, 2000;Michell, 1984aMichell, , 1984b.…”

Section: The Never-ending War Between Clients and Agenciesmentioning

confidence: 98%

Brand wars: consumer–brand engagement beyond client–agency fights

Gambetti

Biraghi

Schultz

et al. 2015

Journal of Strategic Marketing

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Engaging consumers with their brands has emerged as a priority in marketers' agenda. Brand decision-makers share a clear representational view of consumer-brand engagement (CBE). Despite this agreement, practitioners are currently finding hard to practically achieve CBE. The clash between an ideal representation of CBE focused on consumer protagonism and its fragile execution urges a rethinking of consumer-brand relationship modes and timeframe. We argue that this clash is nurtured by the longestablished conflicting relational dynamics among brand decision-makers illustrated by client -agency (CA) disputes of which consumers represent the ending-point recipient. This paper reflects on how consumer protagonism as an inherent component of CBE is currently reshaping the relation dynamics among all brand actors. We represent CBE as a relational hub resting upon a co-creation rather than a separation logic. We finally provide a pragmatic reflection on the relationship culture required by CBE among actors beyond the CA dyad.

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Section: The Never-ending War Between Clients and Agenciesmentioning

confidence: 98%

Brand wars: consumer–brand engagement beyond client–agency fights

Gambetti

Biraghi

Schultz

et al. 2015

Journal of Strategic Marketing

View full text Add to dashboard Cite

show abstract

“…Communication between the agency and the client has been documented as an extremely important aspect of a good client-agency relationship (Fam and Waller 1999;Hotz, Ryans, and Shanklin 1982;Murphy and Maynard 1996;Wackman, Salmon, and Salmon 1986). This finding supports the importance of agency-client communication and reflects the evolution of planning in the United States.…”

Section: Factor 3: Feedback (26 Total)mentioning

confidence: 98%

Account Planners' Views on How Their Work Is and Should Be Evaluated

Morrison¹,

Haley²

2003

Journal of Advertising

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“…Those results are not very surprising since it can be expected that clients are more concerned with product development, while agencies are more focused on relationships. Hotz, Ryans, and Shanklin (1982) conducted a study to detect sources of dysfunctional behavior among agencies and clients. The main sources of disagreement included personnel turnover at the agency, assistance given to the agency by the advertiser, client organization effectiveness with its advertising activities, and degree of agreement (on both sides) about the agency's role.…”

Section: )mentioning

confidence: 99%