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Power and Influence During Advertiser – Agency Creative Briefing & Response: Getting to ‘Yes!’

Published online by Cambridge University Press:  18 September 2015

Railton Hill
Railton Hill*
Affiliation:
School of Business, Swinburne University of Technology, Hawthorn VIC 3122, Phone: 0407 567 612, Email: rhill@swin.edu.au
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Abstract

Exploratory research into the expectations of advertising managers concerning agency creative work was undertaken as the first stage of a grounded longitudinal study. A series of depth interviews revealed how major advertisers attempt to obtain desired creative work through an extensive agency briefing and response process. ‘Power and influence’ during this process emerged as a key issue for these managers. Analysis of depth interviews with managers with direct responsibility for the commissioning of creative work for major advertisers suggested a range of influence strategies were used in their pursuit of the desired work. Such strategies seemed to follow a pattern of rapid escalation similar to a pattern observed in the management of urgent change.

Type
Research Article
Information
Journal of Management & Organization , Volume 10 , Issue 2 , January 2004 , pp. 14 - 25
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 2004

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