Agency Mania: Harnessing the Madness of Client/Agency Relationships For High-Impact Results Hardcover – October 1, 2010
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|Hardcover, October 1, 2010||
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"Fortunately for us, [Bruno Gralpois] steers clear of theoretical quagmires common to marketing books and focuses his analysis on stuff we can all learn from: Client/agency partnerships that actually work. Citing the experiences of giants like Procter & Gamble, Walmart and MasterCard, Gralpois (a marketing vet with two decades in the biz) shows how it's possible for megabrands to maintain functional (read: profitable) relationships with their agencies...." - Elena Malykhina
From the Author
Hear the unique and complementary perspective from Goodby, Silverstein & Partners, Vivaki, Heidrick & Struggles, MRM Worldwide, Ignition Consulting Grup, Browstein Group, Jack Morton Worldwide, In-House Agency Forum, BriefLogic, WiseInsights, Hunt Marketing Group, Anthology Marketing Group and many others.
- Publisher : SelectBooks; First edition (October 1, 2010)
- Language : English
- Hardcover : 256 pages
- ISBN-10 : 159079205X
- ISBN-13 : 978-1590792056
- Item Weight : 1.39 pounds
- Dimensions : 6.42 x 1.24 x 9.26 inches
- Customer Reviews:
"A timely novel highlighting the worth and delicate nature of Nature itself." -Delia Owens Learn more
Top reviews from the United States
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Who should read this book: If you are currently/aspired to be in one of the following roles, I highly recommend you read and comprehend (and ideally act on) this book.
a) Marketing leaders who have any work relationship with an agency
b) Marketing managers/executives who is trying to gain the best successful return on your organization's marketing $$
c) Those who are in client engagement role (at any level) in an agency
d) Managers/executives in an agency in any functional role
e) Job seekers trying to pursue a marketing career at either an agency or a client side
As an analytical person myself, the only wish list I could suggest, if there will be a 2nd edition, would be to include some more quantitative data/facts to let the readers further realize and appreciate the magnitude of building and operating on a right client-agency relationships. Overall, it was an easy read with full of practical, hands-on ideas and suggestions, and I really enjoyed reading it & recommend to others.
Each chapter deals with one of these client-agency touchpoints, and Bruno Gralpois provides ideas and examples on how best to maximize the value in that specific interaction. And in this he has managed to avoid the trap of many writers in this area, who simply offer broad statements like "you must respect your agency", platitudes with little pragmatic use.
I thoroughly recommend anyone who is looking for ways to enhance they vital relationship they have with their marketing and communication partners to read this book at least three times fully through. It is with information and each read will provide you new ideas!
If you make your living in anything marketing-related, Agency Mania has too many poignant tidbits to ignore, so consider it a must read.
Agency Mania: Harnessing the madness of client/agency relationships for high-impact results