Michael Sims
ISBN: 0-470-02461-5
Cloth
218 pages
April 2005

Working with Agencies is?complementary to Mike Sims's previous work Agency Account Handling,?and?takes the same approach from the 'other side of the fence' to offer a?handbook of advice, tips and techniques for those in client companies to get the best from their agency relationships. Sims covers all aspects of the client/agency relationship - from?selecting and briefing an agency to evaluating?creative work and?establishing a trust-based remuneration model. I wish the IPA had produced Working with Agencies! Its great that it uses our joint industry best practice guidelines on both agency selection and briefing Mike sets these in a practical context and goes on to cover lots more valuable ground besides. Highly recommended.??? HAMISH PRINGLE, DIRECTOR GENERAL, IPA Key reading for anyone whose job involves getting the best out of agencies. Whether you read it cover to cover or dip into relevant sections, the book provides valuable insight, advice and practical tips on all aspects of the client/agency relationship.?? SPENCER MCHUGH, HEAD OF DIRECT MARKETING, ORANGE A great one-stop shop insight into industry best practice for successful client-agency relationships. The material, used in our workshops, encourages effective and efficient processes from campaign briefing through to creative evaluation, setting the standard for a true collaborative approach.??? KAREN HUMPHRIES, AGENCY MANAGEMENT, LLOYDS TSB Clients frequently search for cogent, common sense, practical guidance as to how to improve or enhance their relationship with their agencies and hence their communications output. Here, at last, is a book which provides exactly that. Marketers and purchasers alike will find it invaluable.??? KERRY GLAZER, MANAGING DIRECTOR, AAR Essential reading for those also involved in establishing and maintaining the financials of an agency relationship. Mike writes in an easy-to-read style and gives everyday examples which help the reader to get to grips with the intricacies of agencies. Perfect for purchasing/procurement departments or any brand or marketing personnel engaged in the agency interface.??? DEBBIE MORRISON, HEAD OF MEMBERSHIP SERVICES, ISBA