| Released: | March 23, 2009 |
| Publisher: | Cengage Learning PTR; 1 edition |
| Page Count: | 416 |
| Language: | English |
| ISBN-10: | 1598638718 |
| ISBN-13: | 9781598638714 |
| User Rating: |  |
This book uses the format of a question being asked on marketing, branding or the client-agency relationship to begin each section and then each of the two authors addresses and answers each question. One author is the creative director/owner of a marketing consulting firm/ad agency and the other represents the client perspective.
In my opinion the real audience for this book are those marketing people on the client side who either use an outside agency or are thinking about using an outside agency because they'll gain an understanding of how typical agency-client relationships work and they'll also get a better handle on the psyche of a typical agency.
The book covers such a wide variety of topics that it is hard to not read it and come away with at least one or two new insights. That is really all that should be expected from any book on the topic anyways since so much has been covered by so many other books. Purely the Q&A approach of this book is interesting and fresh and makes compelling reading.
The only questions I had when reading the book are Who is asking the questions and how well do the two authors know each other? At times it seems as though it might be a little contrived but it never loses its objectivity. While it might hint at being a little self-promotional the primary author does not go over the top in using the book as a tool to gain clients for his agency and it does not diminish the value of the book overall.
This is an interesting book and worthwhile reading for those mid- to small'ish businesses considering using an outside marketing firm and those already using an outside firm as it will discuss many issues that relate to the dynamics of the typical agency-client relationship. It also covers many marketing topics and just might provide some unique perspectives from some experienced people in the profession. Large firms who already use big agencies will not find much new or compelling in this work.
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