Advertising agency selection in the United Arab Emirates

Research output: Contribution to conferencePaper

Abstract

Selecting a new advertising agency is complex and time-consuming for advertisers. While the practitioner literature provides discussion of the challenges and industry concern about current practice, we have scant empirical evidence of what takes place during the pitch process. This study draws on in-depth interviews with senior advertising managers in the United Arab Emirates (UAE) to provide a rare insight into the agency selection process. The findings provide evidence of a structured process of selection and illustrate the main criteria used by advertisers when selecting a new agency. The study extends the limited knowledge of advertising agency selection.
Original languageEnglish
Publication statusUnpublished - 2014
EventInternational Conference on Technology and Business Management - American University in the Emirates, Dubai, United Arab Emirates
Duration: 24 Mar 201426 Mar 2014

Conference

ConferenceInternational Conference on Technology and Business Management
CountryUnited Arab Emirates
CityDubai
Period24/03/1426/03/14

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