Essay

Post 2: Agency Dynamics and Agency Selection Process

Read:

· https://www.aaaa.org/index.php?checkfileaccess=/wp-content/uploads/legacy-pdfs/agency_search_white_paper.pdf

(25 minute read)

Read pages 24-28 of the Marketing Fact Pack

· for background on some of agency facts. (10 minute read)

Respond to the following 2 questions:

1. What stood out to you (key take a way) about the agency search and selection process?

2. Find one company (client/brand) that has started an agency review, or has recently hired a new agency partner.

· Who is the client/brand/product?

· Who are the agencies considered or selected?

· Who was the previous agency (if available)?

· How long in general are client/agency relationships?

3. What questions do you have about agency client relationships?