The Client-Agency Relation: The Account Director’s Perspective in Puerto Rico Advertising Agencies

• In Event: Economics and Politics in Puerto Rico’s Mass Media Industry

Abstract

The advertising literature on client - agency relation has been investigated from several perspectives and with diversity of methodologies. The following paper analyze the client- agency relationship in Puerto Rico’s advertising industry and compares the research findings with those of academic research on advertising published in North American Journal. This research used qualitative methodology to explore in a scientific manner particular issues regarding the Account Directors perspective’s on their work-relation with Brands Managers. The in-depth interview technique was selected to conduct the meetings with a sample of account heads departments at advertising agencies in Puerto Rico.

The presentation starts with a brief explanation of the suggested literature on client-agency relationship in advertising. Then it continues with a discussion of the methodology, the findings analysis, and the state of conclusions. This research is of special interest for advertising agencies as well as for brands that want to improve and to develop a dynamic and long lasting relationship as strategic partners. From the account executive perspective’s the research analyzed in-depth the fundamental aspects to establishing an ideal work-relation with brands managers. Based on the findings, the research conducted in 2010 states recommendations on how to establish and improve an effective work-relation between them as partners. For example: for the account executives interviewed reach a fine level of rapport is necessary to gain the client trust. This is a key aspect to keep the day by day client-agency relation at optimum level.

Finally, among the conclusions one stands out. Various factors must confluence to achieve the level of conversation, trust, affinity, and chemistry necessary to reach empathy and rapport in the client-agency relation. However, to know and understand the client personality and cultivate compatibility between the Account Executives and the Brands Managers is a key factor to achieve empathy that will lead to a partnership.

Author

• Enrique Rosario Albert, U de Puerto Rico-Carolina