This article seeks to discover how account managers interpret the interaction style of their clients. The study draws on data from six agencies and 21 interviews conducted with account managers in United Kingdom (UK) agencies. Findings suggest account managers perceive clients use a number of styles when interacting with the agency including; expert, collaborator, supplier, servant, and combatant. The study provides evidence of the volatility which exists in clients’ interaction with the agency and suggests agencies perceive some client interaction styles have a negative impact on the creative process and a de-motivating influence on the agency team.
|Title of host publication||Proceedings of the 2015 Conference, American Academy of Advertising, Chicago|
|Publisher||American Academy of Advertising|
|Publication status||Published - 29 Mar 2015|
|Event||American Academy of Advertising Annual Conference - Chicago, United States|
Duration: 26 Mar 2015 → 29 Mar 2015
|Conference||American Academy of Advertising Annual Conference|
|Period||26/03/15 → 29/03/15|