Share your expertise for the future creative agency book

An open letter to marketers

I am writing a book about how marketing agency and client brand relationships have changed over the past 2 years. Having faced challenges running my own agency, and noticing the rise of freelancing, client contract RFPs, cloud computing and crowd-sourcing creative, it’s clear that our world is changing fast.

About the Book “The Creative Agency of the Future”

How brands commission work with agencies is being impacted by the above changes. And any change brings challenges and opportunities: we adapt or we die.

There are few recent books about how client brands successfully instruct creative agencies. But there are lots of books about marketing, social media and branding. I want to fill this gap.

I am writing for an audience of brand managers and agency senior staffers who want to get ideas about how other brands are running their agency relationships in order to consider ways of improving their own business.

Why and How to Get Involved

There are two ways the Future Agency book could benefit you

1. Broad participation base: By including as many contributors as possible from as many separate categories and countries, the opportunity for me to write a comprehensive summary of the global industry is enhanced. To improve this  market research can you contribute your experiences?
2. Custom publishing for you: The book can be printed into a custom format exclusively for your organisation. It can include additional sections and an introduction from you focusing readers onto learnings particular for you and your audience. You can offer this in print or electronic form for free or you can sell hard copies.

If you’d like to get involved, please get in touch.

The Research

This is being conducted in two parts – Firstly, Client brands are asked “What has changed in the past 2 years in the way you work with your agency?”. Secondly, Agencies are asked “What has changed in the past 2 years in the way you run your agency?“.
My research is being done by questionnaire. It covers operational areas from HR to finance, IT, operations, client management and business development. The research covers how companies are run and how they manage their relationships, excluding specific marketing work done for their brand(s).

• The Client Brand questionnaire - for you if you are a Brand or a business who hires marketing agencies
• The Agency questionnaire - for you if you are a marketing agency
• Use #FutureAgency to find other places the book is discussed.

Without a need to register, you can freely browse the links and see all survey questions.
I would like the research to be complete by the end of January 2013, earlier if possible. Contributions can be simple or complex, but should aim to fit this schedule.
I am open to any additional questions you have or, if you prefer, we can arrange to speak on the phone.

Please help us by sharing this message and suggesting additional ways we can broaden the respondent base.

Share your expertise for the future creative agency book