Abstract:
The objectives of this paper are to define the changes which have occurred in the client/agency relationship and the dynamics of these changes. After tracing the path of Industrial Research to Business-to-Business Research, the paper describes: the development of client/agency relations during the last decade and the factors behind this development the effects on client-agency relations: the interlocutors have changed, the clients' requirements have changed (they are more preoccupied with the solution of their problems than with methodology, they are increasingly demanding expertise in their products, they are tougher on costs and deadlines). Specific problems regarding International Business-to-Business research are then dealt with. In conclusion, the authors think that in the future, the relations between clients and agencies will improve providing the working procedures change.
This could also be of interest:
Research Papers
Some observations on the client-agency relationship in social
survey research in the U.K.
Catalogue: Seminar 1977: Social Research
Author: Gerry E. Levens
 
December 1, 1977
Research Papers
Relationship marketing competencies in the UK advertising industry
Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Ian Chaston, Jonathon Lace, Terry Mangles
 
November 1, 1996
Case Studies
A case study on client-agency teamwork in the market research process
Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Authors: Richard Beswick, Urs Mattes
Company: bms Ltd.
June 15, 1997
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)