Northampton Electronic Collection of Theses and Research

The integration challenge: getting clients and agencies to work together

Mortimer, K. and Laurie, S. (2016) The integration challenge: getting clients and agencies to work together. In: Radical Marketing: Academy of Marketing Annual Conference. Newcastle Business School, Northumbria University: Academy of Marketing. (In Press)

Item Type: Conference Proceedings
Abstract: There is growing evidence in the advertising industry that as campaigns become more integrated and multi-disciplinary, the relationship between advertising agencies and clients is being tested to its limits and is presently considered to be at an all time low. Agencies feel less valued and are being excluded from C-suite discussion. Clients feel that agencies do not understand how the world has changed and how the customer experience is now key. This study applies the agency theory and the social power theory to understand the pressures that the relationship is under. It looks for evidence of this rift by examining qualitative data collected from both agencies and clients, using NVivo to identify themes and areas of concern. The findings identify four themes creating conflict: the ownership of the customer experience, the strategic role of agencies, the challenges of agency collaboration and difficulties of specialisation. Both parties identify the need to rebuild trust and enable agencies to contribute at a more strategic level instead of being seen as suppliers but present remuneration structures and collaborative processes are hindering progress.
Uncontrolled Keywords: Marketing communications, IMC, advertising agencies
Subjects: H Social Sciences > HF Commerce > HF5801 Advertising
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products > HF5415.5 Customer relations
Creators: Mortimer, Kathleen and Laurie, Sally
Publisher: Academy of Marketing
Faculties, Divisions and Institutes: University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Marketing and Entrepreneurship
University Faculties, Divisions and Research Centres - OLD > Research Centre > Centre for Sustainable Business Practices
Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Date: 6 July 2016
Date Type: Publication
Title of Book: Radical Marketing: Academy of Marketing Annual Conference
Event Title: Academy of Marketing Annual Conference 2016 (AMC2016): Radical Marketing
Event Dates: 04-07 July 2016
Place of Publication: Newcastle Business School, Northumbria University
Event Location: Newcastle Business School, Northumbria University
Event Type: Conference
Language: English
Status: In Press
Refereed: Yes
Related URLs:
URI: http://nectar.northampton.ac.uk/id/eprint/8600

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