التفاصيل البيبلوغرافية
| العنوان: |
Playing defense—tips for retaining accounts as reviews rise: Agency insiders on when and how to fight for an account and when to let go. |
| المؤلفون: |
Rittenhouse, Lindsay (AUTHOR) |
| المصدر: |
Ad Age. 7/29/2024, Vol. 95 Issue 3, p1-1. 1p. |
| مصطلحات موضوعية: |
*ADVERTISING campaigns, *ADVERTISING agencies, *PRODUCT positioning, *BRANDING (Marketing), *PROBLEM solving |
| مستخلص: |
The article discusses the trend of incumbent agencies successfully retaining client accounts following a review. According to a report from the Association of National Advertisers and the 4A's, 66% of new business reviews in 2022 ended with the incumbent retaining the account. Marketers are increasingly initiating reviews to reevaluate their partnerships, not necessarily because they are unhappy with the relationship. Some reviews are driven by a desire to save money, but consultancies are recommending relationship management programs as an alternative to costly competitive reviews. The article also provides insights on when agencies should defend an account and when they should pitch against an incumbent. [Extracted from the article] |
|
Copyright of Ad Age is the property of Crain Communications Inc. (MI) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Business Source Index |