Agencies seek talks to improve relationships
28 August 2012
The head of the Institute of Practitioners in Advertising (IPA) has called on purchasers, marketers and advertising agencies to form a think-tank to discuss how they can get better value from their relationships.
Hamish Pringle, director-general of the IPA, which represents advertising agencies, wants a “new value framework” to judge the success of relationships more accurately.
Agencies should learn how to add value to their clients’ products and services, marketing people must better understand how to impress board members and purchasers could improve their knowledge...