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Power & Influence During Advertiser - Agency Creative Briefing and Response
Getting to 'Yes!'
Railton Hill
School of Business, Swinburne University of Technology, VIC
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.
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