Managing Multi Agency Relationships
Advertisers want to speak with 1 voice when they start a dialogue with their consumers. And they are keen on integrating all their contact points on the same strategy. Yet, they often work with several agencies, each renown for their specialism. This paper gives clear guidelines for advertisers on how to manage relationships and working procedures with several agencies.
The output is relevant for all agencies confronted with working with other agencies on the same brand or company. It was developed in close collaboration with the UBA, which underlines the importance of solid procedures and transparant agreements in case of multi agency relationships.
UBA and ACC have organised a MasterClass for advertisers and agency people to elaborate on the subject; to share best practices and to work on real life cases.
