Advertising agency selection in the United Arab Emirates

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.