Agencies' task: Shape the future

Geier, Philip H.
October 1991
Advertising Age;10/21/1991, Vol. 62 Issue 45, p28
Trade Publication
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.


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