eBook - ePub
Agency Mania
About this book
Why do some client/agency relationships thrive while others fail? At a time of unprecedented change and complexity in marketing and advertising,
Agency Mania will transform the way you look at client/agency relationships and invite you to build sustained partnerships that deliver unmatched work and results.
The world of marketing is a trillion-dollar industry and is changing at a drastic pace. The advertiser/agency relationship is under incredible pressure. Some may argue it's even broken. The future of the advertising industry is uncertain. The entire marketing ecosystem is being tested. What will the agency of tomorrow look like? What competencies will agencies need to build? How will they deliver greater value to their clients? Similarly, how will advertisers reap the benefits agencies bring to their table? How will they become better clients? How will they set their partnerships up for success?
In Agency Mania, partnership guru Bruno Gralpois demonstrates that these partnerships, once managed professionally, have remarkable transformational value and measurable business impact. The author shines a bright light on the insanity of advertisers and agencies failing to work optimally together or hold each other truly accountable. Building a successful long-term advertiser/agency partnership requires a robust set of competencies and operating principles. Agency Mania shows you step-by-step how it is done.
The world of marketing is a trillion-dollar industry and is changing at a drastic pace. The advertiser/agency relationship is under incredible pressure. Some may argue it's even broken. The future of the advertising industry is uncertain. The entire marketing ecosystem is being tested. What will the agency of tomorrow look like? What competencies will agencies need to build? How will they deliver greater value to their clients? Similarly, how will advertisers reap the benefits agencies bring to their table? How will they become better clients? How will they set their partnerships up for success?
In Agency Mania, partnership guru Bruno Gralpois demonstrates that these partnerships, once managed professionally, have remarkable transformational value and measurable business impact. The author shines a bright light on the insanity of advertisers and agencies failing to work optimally together or hold each other truly accountable. Building a successful long-term advertiser/agency partnership requires a robust set of competencies and operating principles. Agency Mania shows you step-by-step how it is done.
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Agency Mania by Bruno Gralpois in PDF and/or ePUB format, as well as other popular books in Personal Development & Media & Communications Industry. We have over one million books available in our catalogue for you to explore.
Information
Topic
Personal DevelopmentSubtopic
Media & Communications IndustryTable of contents
- Cover
- Title Page
- Copyright
- Dedication
- Contents
- Foreword
- Acknowledgments
- Preface
- Introduction
- 1 The Multiplier Effect: Why we need agencies
- 2 Golden Eggs: Understanding the mysterious world of Madison Avenue
- 3 āThe Buck Stops Hereā: Mastering the discipline of agency management
- 4 Where is Your Mountain and Are You Climbing It?: Building a sound agency strategy
- 5 Assortative Mating and the Sweaty T-shirt Theory: Conducting a successful agency search
- 6 Pacta Sunt Servanda: Setting up a rock-solid agency contract
- 7 Just Six Numbers: Determining the right client/agency compensation
- 8 The Blind Men and the Elephant: Successfully scoping work and briefing agencies
- 9 The Lombardi Rules: Driving mutual accountability with effective performance evaluations
- 10 Gottmanās Paper Tower Test: Partnering towards mutual success
- 11 The Era of āPartnership Capitalā: A Glimpse at the Future
- Resources and Suggested Readings
- Notes
- About the Author