Fear in Adland: How Client Risk Aversion and Agency Clientelism Limit the Development of Great Creative Campaigns
Author:
Affiliation:
1. RMIT University, Melbourne, Australia
2. Macquarie University, Macquarie Park, Australia
3. Eastern Michigan University, Ypsilanti, Michigan, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/00913367.2021.1981497
Reference69 articles.
1. An Investigation of Factors Affecting Brand Advertising Success and Effectiveness
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5. Exploring the Dimensions of Proactivity Within Advertising Agency—Client Relationships
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