Agency relationship management is perhaps regarded as the less ‘glamourous’ side of marketing, not directly part of the creative communications process. But strong marketer and agency relationships have been proven time and time again to deliver creative and media excellence, and it follows that strong agency relationship management enables that to happen.
This guide from ISBA partners The Observatory International tackles the key areas of agency relationship management, providing the rationale for why it is necessary and best practice guidance to enable it.