Activity: Academic Talks or Presentations › Oral presentation › Research
Today’s advertising agencies are struggling to justify their contribution. Their role is being challenged by procurement agencies, brand consultants and the clients themselves. Agencies also have to increasingly coordinate and communicate with other agencies as part of larger integrated campaigns which can lead to friction and remuneration disputes. It is within this context that agency leaders attempt to train, motivate and guide their staff. Our findings from both qualitative and quantitative research in the UK provide some insight into the challenges that this environment creates.