TITLE

Agencies' task: Shape the future

AUTHOR(S)
Geier, Philip H.
PUB. DATE
October 1991
SOURCE
Advertising Age;10/21/1991, Vol. 62 Issue 45, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article calls for a change in the advertising agency-client relationship. Traditionally, agencies build brand reputation, brand trust and consumer desire while clients manufacture the brands, the products and services for consumers. It suggests that all experts or specialists in different fields must be part of the team. Also, the agency as the team leader must lead since its role is the enhancement of the brand franchise.
ACCESSION #
10486167

 

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