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Power and influence during advertiser - agency creative briefing and response: getting to 'Yes!'

By R. M. Hill

Abstract

Exploratory research into the expectations of advertising managers concerning agency creative work was undertaken as the first stage of a grounded longitudinal study. A series of depth interviews revealed how major advertisers attempt to obtain desired creative work through an extensive agency briefing and response process. 'Power and influence' during this process emerged as a key issue for these managers. Analysis of depth interviews with managers with direct responsibility for the commissioning of creative work for major advertisers suggested a range of influence strategies were used in their pursuit of the desired work. Such strategies seemed to follow a pattern of rapid escalation similar to a pattern observed in the management of urgent change

Topics: 350000 Commerce, Management, Tourism and Services
Publisher: University of Technology Sydney
Year: 2004
DOI identifier: 10.5172/jmo.2004.10.2.14
OAI identifier: oai:vtl.cc.swin.edu.au:swin:1502
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