From pitch to ditch: the client/ad agency life cycle

Sarah Louise Turnbull

doi:10.1362/146934716X14636478977430

From pitch to ditch: the client/ad agency life cycle

Sarah Louise Turnbull

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Abstract

While the partnership between an advertising agency and its client has often been referred to as a ‘marriage’ because of its closeness and longevity, it is now more realistic to expect relationships to last less than 3 years. The shorter nature of client/ad agency relationships reflects the changing nature of the marketing communication environment and the increasing focus on return-on-investment from communications activity. In addition to changes in the length of the relationship recent studies have identified the presence of new stages within the client/ad agency that have not previously been accounted for in the life cycle literature. Hence current frameworks of the client/ad agency life cycle need to be revisited to better reflect what stages exist. The paper draws on evidence from the literature and insights from the industry press and reports to suggest a new client/ad agency life cycle framework for discussion and further examination.

Original language	English
Pages (from-to)	111-127
Journal	The Marketing Review
Volume	16
Issue number	2
Early online date	1 Jun 2016
DOIs	https://doi.org/10.1362/146934716X14636478977430
Publication status	Published - Jun 2016

Keywords

Advertising
client/ad agency relationships
life cycle stages
Pitch
Chemistry Meetings
Tissue Sessions

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10.1362/146934716X14636478977430

TURNBULL_2016_cright_MR_From pitch to ditch - The client-ad agency life cycle
Author Posting © Westburn Publishers Ltd, 2016. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the The Marketing Review, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in The Marketing Review, 16(2), 2016, pp. 111-127, doi: 10.1362/146934716X14636478977430, and online at https://doi.org/10.1362/146934716X14636478977430
Accepted author manuscript (Post-print), 424 KB

http://www.ingentaconnect.com/contentone/westburn/tmr/2016/00000016/00000002/art00002

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From pitch to ditch: the client/ad agency life cycle

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