HomeResearch Articles Managing Agencies Through the Creative Process: Avoiding Common Pitfalls

Managing Agencies Through the Creative Process: Avoiding Common Pitfalls

  • Spending on creative agencies often constitutes a large percentage of the marketing budget, but agency relationships can be fraught with conflict
  • Clarifying roles and responsibilities and implementing measurement reduces the subjectivity of the creative process and ensures on-target outcomes
  • Marketers must provide honest feedback on creative work while avoiding overly negative comments or personal attacks
You must log in to client portal for full access to this content. Login

Take Action

Not a SiriusDecisions Client?