The evolution of agency-client relationships within the communication network in Italy: The perspective of communication partners
DOI:
https://doi.org/10.7433/s110.2019.03Keywords:
communication partners; agency-client relationships; communication network; digital revolution; integrated marketing communication; cognitive mapping techniqueAbstract
Purpose of the paper. Due to the digital revolution, the agency-client relationship has become more complex. Fitting into the recent academic literature on this topic, this study aims to deepen and conceptualise the agency-client relationship evolution in Italy. We adopted a twofold perspective: (i) “transversal”, to acquire the holistic vision of emerging issues of the new communication scenario and their consequent effects on the relational dynamics of agency-client for all the players (i.e., advertising and PR agency, media centre, digital agency) and (ii) “vertical”, to better emphasise the specificities of each category of the agency.
Methodology. Qualitative exploratory research was conducted based on in-depth interviews (n=53) with senior consultants belonging to different categories of players within the communication network. The data were analysed using qualitative content analysis and the cognitive mapping technique.
Findings. By adopting the communication partners perspective, two interpretative frameworks were developed with respect to (1) key emerging issues that define the new communication scenario and (2) consequent effects on the evolution of the agency-client relationship. Specific themes emerged in the relational dynamics of the agency’s various categories.
Research limits. This study shows the limits of qualitative research on the non-representativeness of results.
Practical implications. The holistic interpretation by the various actors of key issues that qualify the new scenario, along with the understanding of their consequent effects on agency-client relationships, could contribute to improving the performance of each player and, in this way, of the entire communication network.
Originality of the paper. The study explores the agency-relationship evolution in Italy, a context that has still not been studied in-depth, while presenting relevant aspects of marketing communication. Additionally, the article proposes a twofold vision of the client-agency relationship evolution, i.e.”transversal” and “vertical”, for the first time.
References
BAUMAN Z. (2000), Liquid modernity, Polity, Cambridge.
BEARD F. (1996), “Integrated marketing communications: New role expectations and performance issues in the client-ad agency relationship”, Journal of Business Research, vol. 37, n. 3, pp. 207-215.
BIRAGHI S. (2017), Agenzie di comunicazione e clienti. Come cambiano le relazioni nel tempo della discontinuità, FrancoAngeli, Milano.
BRAUN V., CLARKE V. (2006), “Using thematic analysis in psychology”, Qualitative Research in Psychology, vol. 3, n. 2, pp. 77-101.
BRUHN M., SCHNEBELEN S. (2017), “Integrated marketing communication-from an instrumental to a customer-centric perspective”, European Journal of Marketing, vol. 51, n. 3, pp. 464-489.
CECCOTTI F. (2018), Le agenzie di comunicazione nel nuovo scenario dell’Integrated Marketing Communication. Innovazione, competizione e relazioni, McGraw-Hill education, Milano.
CECCOTTI F., VERNUCCIO M. (2014), “L’architettura del communication network: criticità relazionali e dinamiche evolutive secondo i professionisti della comunicazione di marketing”, XI Convegno annuale della Società Italiana Marketing, Food Marketing: mercati, filiere, sostenibilità e strategie di marca, 18-19 settembre, Modena.
CHANEY D. (2010), “Analyzing mental representations: the contribution of cognitive maps”, Recherche et Applications en Marketing, vol. 25, n. 2, pp. 93-115.
CONTE F., SIANO A., VOLLERO A. (2017), “CEO communication: engagement, longevity and founder centrality: an exploratory study in Italy”, Corporate Communications: An International Journal, vol. 22, n. 3, pp. 273-291.
CRESWELL J.W. (1998), Qualitative inquiry and research design: Choosing among five traditions, Sage, Thousand Oaks, CA.
CROSIER K., GRANT I., GILMORE C. (2003), “Account planning in Scottish advertising agencies: a discipline in transition”, Journal of Marketing Communications, vol. 9, n. 1, pp. 1-15.
DEXTER L.A. (1970), Elite and Specialized Interviewing, North-Western Press, Evanston.
DÍAZ-MÉNDEZ M., SAREN M. (2019), “Managing advertising agency client partnerships for value co-creation: Characteristics, categories, and challenges”, Marketing Theory, vol. 19, n.1, pp. 9-26.
DURKIN M., LAWLOR M.A. (2001), “The implications of the Internet on the advertising agency-client relationship”, Service Industries Journal, vol. 21, n. 2, pp. 175-190.
EAGLE L., KITCHEN P.J. (2000), “IMC, brand communications, and corporate cultures: client/advertising agency co-ordination and cohesion”, European Journal of Marketing, vol. 34, n. 5/6, pp. 667-686.
FORRESTER REPORT (2010), The future of agency relationships, retrieved from http://edwardboches.com/forrester-weighs-in-on-the-agency-client-relationship
GAMBETTI R., BIRAGHI S., SCHULTZ D.E., GRAFFIGNA G. (2016), “Brand wars: consumer-brand engagement beyond client-agency fights”, Journal of Strategic Marketing, vol. 24, n. 2, pp. 90-103.
GRANT I., MCLEOD C. (2007), “Advertising agency planning-conceptualising network relationships”, Journal of Marketing Management, vol. 23, n. 5, pp. 425-442.
GRANT I., MCLEOD C., SHAW E. (2012), “Conflict and advertising planning: consequences of networking for advertising planning”, European Journal of Marketing, vol. 46, n. 1/2, pp. 73-91.
HEO J., SUTHERLAND J.C. (2015), “Why Marketers Should Be More Transparent with the Ad Agencies They Hire”, Journal of Advertising Research, vol. 55, n. 4, pp. 380-389.
HUGHES T., VAFEAS M., HILTON T. (2018), “Resource integration for co-creation between marketing agencies and clients”, European Journal of Marketing, vol. 52, n. 5/6, pp. 1329-1354.
IAB EUROPE (2018), AdEx Benchmark study. The definitive guide to the state of the European digital advertising market.
KEEGAN B.J., ROWLEY J., TONGE J. (2017), “Marketing agency-client relationships: towards a research agenda”, European Journal of Marketing, vol. 51, n. 7/8, pp. 1197-1223.
KELLER K.L. (2016), “Unlocking the power of Integrated Marketing Communications: How integrated is your IMC program?”, Journal of Advertising, vol. 45, n. 3, pp. 286-301.
KITCHEN P.J., SCHULTZ D.E. (1998), “IMC-a UK ad’agency perspective”, Journal of Marketing Management, vol. 4, n. 5, pp. 465-485.
KITCHEN P.J., SCHULTZ D.E. KIM I., HAN D., LI T. (2004), “Will agencies ever ‘get’ (or understand) IMC?”, European Journal of Marketing, vol. 38, n. 11/12, pp. 1417-1436.
KITCHEN P.J., SCHULTZ D.E. (2009), “IMC: New horizon/false dawn for a marketplace in turmoil?”, Journal of Marketing Communications, vol. 15, n. 2-3, pp. 197-204.
KITCHEN P.J., GRAHAM SPICKETT‐JONES J., GRIMES T. (2007), “Inhibition of brand integration amid changing agency structures”, Journal of Marketing Communications, vol. 13, n. 2, pp. 149-168.
KLIATCHKO J. (2009), “IMC 20 Years after: A Second Look at IMC Definitions”, International Journal of Integrated Marketing Communications, vol. 1, n. 2, pp. 7-12.
LANGDRIDGE D. (2004), Introduction to Research Methods and Data Analysis in Psychology, Pearson Prentice Hall, Harlow.
LAURIE S., MORTIMER K. (2019), “How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship”, Journal of Marketing Management, vol. 35, n. 3-4, 231-252.
MARCATI A. (1997), “Collaborazione tra imprese e comunicazione. Aspetti e peculiarità della comunicazione nelle relazioni di partnership tra agenzie ed utenti di pubblicità”, Sinergie, n. 43-44, pp. 129-137.
MARKETLINE (2019), Advertising in Italy, february.
MATTIACCI A., (2014), “Mercati liquidi e fasce di valore”, in Dalli D., Fornari D. (a cura di), Le discontinuità d’impresa. Dal mondo degli orologi al mondo delle nuvole, Egea, Milano.
MINDSHARE (2016), Comunicazione. Distribuzione. Marca. L’Italia che riparte, Milano, 25 maggio.
MOLTENI L., TROILO G. (2003), Ricerche di marketing, McGraw-Hill, Milano.
MORTIMER K., LAURIE S. (2019), “Partner or supplier: An examination of client/agency relationships in an IMC context”, Journal of Marketing Communications, vol. 25, n. 1, pp. 28-40.
MORTIMER K., LAURIE S. (2017), “The internal and external challenges facing clients in implementing IMC”, European Journal of Marketing, vol. 51, n. 3, pp. 511-527.
MULHERN F. (2009), “Integrated marketing communications: From media channels to digital connectivity”, Journal of Marketing Communications, vol. 15, n. 2-3, pp. 85-101.
PICARD R.G. (2001), “Effects of recessions on advertising expenditures: an exploratory study of economic downturns in nine developed nations”, Journal of Media Economics, vol. 14, n. 1, pp. 1-14.
ROBSON S., FOSTER A. (1989), Qualitative research in action, Hodder and Stoughton, London.
ŠERIĆ M., GIL-SAURA I., OZRETIĆ-DOSEN Ð. (2015), “Insights on integrated marketing communications: Implementation and impact in hotel companies”, International Journal of Contemporary Hospitality Management, vol. 27, n. 5, 958-979.
SWAN J. (1997). “Using cognitive mapping in management research: decisions about technical innovation”, British Journal of Management, vol. 8, n. 2, pp. 183-198.
TAYLOR C.R. (2017), “Where has the research on client-agency relationships gone? The need for a deeper understanding of the future of account management”, International Journal of Advertising, vol. 36, n. 3, pp. 393-395.
THOMAS L. (2015), “Feature: from mad men to sad men”, Campaign, july 24.
TURNBULL S., WHEELER C. (2016), “Exploring advertiser’s expectations of advertising agency services”, Journal of Marketing Communications, vol. 22, n. 6, pp. 587-601.
VALENTINI C. (2015), “Is using social media “good” for the public relations profession? A critical reflection”, Public Relations Review, vol. 41, n. 2, pp. 170-177.
VERNUCCIO M., QUALIZZA G., BURATTI A., CECCOTTI F. (2018), “Strategie di consumer-brand engagement. Il punto di vista delle imprese e delle agenzie di comunicazione”, Sinergie Italian Journal of Management, vol. 36, n. 106, pp. 81-107.
VERNUCCIO M., CECCOTTI F. (2015), “Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision”, European Management Journal, vol. 33, n. 6, pp. 438-449.
VERNUCCIO M., CECCOTTI F., PASTORE A. (2012), “L’innovazione nella comunicazione integrata di marketing secondo gli attori del network. Una lettura con le mappe cognitive”, Sinergie Italian Journal of Management n. 88, pp. 93-113.
VOLLERO A., SCHULTZ D.E., SIANO A. (2019), “IMC in digitally-empowering contexts: the emerging role of negotiated brands”, International Journal of Advertising, vol. 38, n. 3, pp. 428-449.
VOLLERO A. (2008), “Il sovra-sistema della comunicazione e i rapporti col sistema d’impresa: il ruolo dei corporate communication consultants”, Esperienze d’impresa, n. 2, pp. 69-91.
WALDMAN D.A., SIEGEL D.S., JAVIDAN M. (2006), “Components of CEO transformational leadership and corporate social responsibility”, Journal of Management Studies, vol. 43, n. 8, pp. 1703-1725.
WAGLER A. (2013), “Embracing change: Exploring how creative professionals use interactive media in advertising campaigns”, Journal of Interactive Advertising, vol. 13, n. 2, pp. 118-127.
WINER R.S. (2009), “New communications approaches in marketing: Issues and research directions”, Journal of Interactive Marketing, vol. 23, n. 2, pp. 108-117.
WRIGHTSON M.T. (1976), “The Documentary Coding Method”, in Axelrod R.M. (Ed.), The structure of decision: cognitive maps of political elites, Princeton, NJ: Princeton University Press.
BEARD F. (1996), “Integrated marketing communications: New role expectations and performance issues in the client-ad agency relationship”, Journal of Business Research, vol. 37, n. 3, pp. 207-215.
BIRAGHI S. (2017), Agenzie di comunicazione e clienti. Come cambiano le relazioni nel tempo della discontinuità, FrancoAngeli, Milano.
BRAUN V., CLARKE V. (2006), “Using thematic analysis in psychology”, Qualitative Research in Psychology, vol. 3, n. 2, pp. 77-101.
BRUHN M., SCHNEBELEN S. (2017), “Integrated marketing communication-from an instrumental to a customer-centric perspective”, European Journal of Marketing, vol. 51, n. 3, pp. 464-489.
CECCOTTI F. (2018), Le agenzie di comunicazione nel nuovo scenario dell’Integrated Marketing Communication. Innovazione, competizione e relazioni, McGraw-Hill education, Milano.
CECCOTTI F., VERNUCCIO M. (2014), “L’architettura del communication network: criticità relazionali e dinamiche evolutive secondo i professionisti della comunicazione di marketing”, XI Convegno annuale della Società Italiana Marketing, Food Marketing: mercati, filiere, sostenibilità e strategie di marca, 18-19 settembre, Modena.
CHANEY D. (2010), “Analyzing mental representations: the contribution of cognitive maps”, Recherche et Applications en Marketing, vol. 25, n. 2, pp. 93-115.
CONTE F., SIANO A., VOLLERO A. (2017), “CEO communication: engagement, longevity and founder centrality: an exploratory study in Italy”, Corporate Communications: An International Journal, vol. 22, n. 3, pp. 273-291.
CRESWELL J.W. (1998), Qualitative inquiry and research design: Choosing among five traditions, Sage, Thousand Oaks, CA.
CROSIER K., GRANT I., GILMORE C. (2003), “Account planning in Scottish advertising agencies: a discipline in transition”, Journal of Marketing Communications, vol. 9, n. 1, pp. 1-15.
DEXTER L.A. (1970), Elite and Specialized Interviewing, North-Western Press, Evanston.
DÍAZ-MÉNDEZ M., SAREN M. (2019), “Managing advertising agency client partnerships for value co-creation: Characteristics, categories, and challenges”, Marketing Theory, vol. 19, n.1, pp. 9-26.
DURKIN M., LAWLOR M.A. (2001), “The implications of the Internet on the advertising agency-client relationship”, Service Industries Journal, vol. 21, n. 2, pp. 175-190.
EAGLE L., KITCHEN P.J. (2000), “IMC, brand communications, and corporate cultures: client/advertising agency co-ordination and cohesion”, European Journal of Marketing, vol. 34, n. 5/6, pp. 667-686.
FORRESTER REPORT (2010), The future of agency relationships, retrieved from http://edwardboches.com/forrester-weighs-in-on-the-agency-client-relationship
GAMBETTI R., BIRAGHI S., SCHULTZ D.E., GRAFFIGNA G. (2016), “Brand wars: consumer-brand engagement beyond client-agency fights”, Journal of Strategic Marketing, vol. 24, n. 2, pp. 90-103.
GRANT I., MCLEOD C. (2007), “Advertising agency planning-conceptualising network relationships”, Journal of Marketing Management, vol. 23, n. 5, pp. 425-442.
GRANT I., MCLEOD C., SHAW E. (2012), “Conflict and advertising planning: consequences of networking for advertising planning”, European Journal of Marketing, vol. 46, n. 1/2, pp. 73-91.
HEO J., SUTHERLAND J.C. (2015), “Why Marketers Should Be More Transparent with the Ad Agencies They Hire”, Journal of Advertising Research, vol. 55, n. 4, pp. 380-389.
HUGHES T., VAFEAS M., HILTON T. (2018), “Resource integration for co-creation between marketing agencies and clients”, European Journal of Marketing, vol. 52, n. 5/6, pp. 1329-1354.
IAB EUROPE (2018), AdEx Benchmark study. The definitive guide to the state of the European digital advertising market.
KEEGAN B.J., ROWLEY J., TONGE J. (2017), “Marketing agency-client relationships: towards a research agenda”, European Journal of Marketing, vol. 51, n. 7/8, pp. 1197-1223.
KELLER K.L. (2016), “Unlocking the power of Integrated Marketing Communications: How integrated is your IMC program?”, Journal of Advertising, vol. 45, n. 3, pp. 286-301.
KITCHEN P.J., SCHULTZ D.E. (1998), “IMC-a UK ad’agency perspective”, Journal of Marketing Management, vol. 4, n. 5, pp. 465-485.
KITCHEN P.J., SCHULTZ D.E. KIM I., HAN D., LI T. (2004), “Will agencies ever ‘get’ (or understand) IMC?”, European Journal of Marketing, vol. 38, n. 11/12, pp. 1417-1436.
KITCHEN P.J., SCHULTZ D.E. (2009), “IMC: New horizon/false dawn for a marketplace in turmoil?”, Journal of Marketing Communications, vol. 15, n. 2-3, pp. 197-204.
KITCHEN P.J., GRAHAM SPICKETT‐JONES J., GRIMES T. (2007), “Inhibition of brand integration amid changing agency structures”, Journal of Marketing Communications, vol. 13, n. 2, pp. 149-168.
KLIATCHKO J. (2009), “IMC 20 Years after: A Second Look at IMC Definitions”, International Journal of Integrated Marketing Communications, vol. 1, n. 2, pp. 7-12.
LANGDRIDGE D. (2004), Introduction to Research Methods and Data Analysis in Psychology, Pearson Prentice Hall, Harlow.
LAURIE S., MORTIMER K. (2019), “How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship”, Journal of Marketing Management, vol. 35, n. 3-4, 231-252.
MARCATI A. (1997), “Collaborazione tra imprese e comunicazione. Aspetti e peculiarità della comunicazione nelle relazioni di partnership tra agenzie ed utenti di pubblicità”, Sinergie, n. 43-44, pp. 129-137.
MARKETLINE (2019), Advertising in Italy, february.
MATTIACCI A., (2014), “Mercati liquidi e fasce di valore”, in Dalli D., Fornari D. (a cura di), Le discontinuità d’impresa. Dal mondo degli orologi al mondo delle nuvole, Egea, Milano.
MINDSHARE (2016), Comunicazione. Distribuzione. Marca. L’Italia che riparte, Milano, 25 maggio.
MOLTENI L., TROILO G. (2003), Ricerche di marketing, McGraw-Hill, Milano.
MORTIMER K., LAURIE S. (2019), “Partner or supplier: An examination of client/agency relationships in an IMC context”, Journal of Marketing Communications, vol. 25, n. 1, pp. 28-40.
MORTIMER K., LAURIE S. (2017), “The internal and external challenges facing clients in implementing IMC”, European Journal of Marketing, vol. 51, n. 3, pp. 511-527.
MULHERN F. (2009), “Integrated marketing communications: From media channels to digital connectivity”, Journal of Marketing Communications, vol. 15, n. 2-3, pp. 85-101.
PICARD R.G. (2001), “Effects of recessions on advertising expenditures: an exploratory study of economic downturns in nine developed nations”, Journal of Media Economics, vol. 14, n. 1, pp. 1-14.
ROBSON S., FOSTER A. (1989), Qualitative research in action, Hodder and Stoughton, London.
ŠERIĆ M., GIL-SAURA I., OZRETIĆ-DOSEN Ð. (2015), “Insights on integrated marketing communications: Implementation and impact in hotel companies”, International Journal of Contemporary Hospitality Management, vol. 27, n. 5, 958-979.
SWAN J. (1997). “Using cognitive mapping in management research: decisions about technical innovation”, British Journal of Management, vol. 8, n. 2, pp. 183-198.
TAYLOR C.R. (2017), “Where has the research on client-agency relationships gone? The need for a deeper understanding of the future of account management”, International Journal of Advertising, vol. 36, n. 3, pp. 393-395.
THOMAS L. (2015), “Feature: from mad men to sad men”, Campaign, july 24.
TURNBULL S., WHEELER C. (2016), “Exploring advertiser’s expectations of advertising agency services”, Journal of Marketing Communications, vol. 22, n. 6, pp. 587-601.
VALENTINI C. (2015), “Is using social media “good” for the public relations profession? A critical reflection”, Public Relations Review, vol. 41, n. 2, pp. 170-177.
VERNUCCIO M., QUALIZZA G., BURATTI A., CECCOTTI F. (2018), “Strategie di consumer-brand engagement. Il punto di vista delle imprese e delle agenzie di comunicazione”, Sinergie Italian Journal of Management, vol. 36, n. 106, pp. 81-107.
VERNUCCIO M., CECCOTTI F. (2015), “Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision”, European Management Journal, vol. 33, n. 6, pp. 438-449.
VERNUCCIO M., CECCOTTI F., PASTORE A. (2012), “L’innovazione nella comunicazione integrata di marketing secondo gli attori del network. Una lettura con le mappe cognitive”, Sinergie Italian Journal of Management n. 88, pp. 93-113.
VOLLERO A., SCHULTZ D.E., SIANO A. (2019), “IMC in digitally-empowering contexts: the emerging role of negotiated brands”, International Journal of Advertising, vol. 38, n. 3, pp. 428-449.
VOLLERO A. (2008), “Il sovra-sistema della comunicazione e i rapporti col sistema d’impresa: il ruolo dei corporate communication consultants”, Esperienze d’impresa, n. 2, pp. 69-91.
WALDMAN D.A., SIEGEL D.S., JAVIDAN M. (2006), “Components of CEO transformational leadership and corporate social responsibility”, Journal of Management Studies, vol. 43, n. 8, pp. 1703-1725.
WAGLER A. (2013), “Embracing change: Exploring how creative professionals use interactive media in advertising campaigns”, Journal of Interactive Advertising, vol. 13, n. 2, pp. 118-127.
WINER R.S. (2009), “New communications approaches in marketing: Issues and research directions”, Journal of Interactive Marketing, vol. 23, n. 2, pp. 108-117.
WRIGHTSON M.T. (1976), “The Documentary Coding Method”, in Axelrod R.M. (Ed.), The structure of decision: cognitive maps of political elites, Princeton, NJ: Princeton University Press.
Downloads
Published
2019-12-20
Issue
Section
Articoli
