Factors that Shape Advertising Agency- Client Relationship Success in Ghana

Abstract

The advertising industry has seen tremendous growth over the years both globally and locally. One of the important components of the advertising process which has also evolved over time is the agency-client relationship. As a result of these changes, a lot of research has been carried out mostly in the developed world, to ascertain the factors that are associated with the success or failure of these relationships. This study sought to explore the issues with a focus on differences arising from the type of client i.e. whether a public or private organisation. In all, data was collected from four advertising agencies and ten client organisations of which five were private sector organisations and the remaining five from the public sector. In depth interviews were used to gather the data. The study revealed that credibility, commitment, partnership, proactiveness and communication were the main factors that underpin the success of advertising agency-client relationships. These factors hold true on both agency and client sides, irrespective of client type. On the other hand, unreliability, disrespect, mediocrity and poor communication were found to be the key factors that lead to relationship failure. However public sector organisations’ limited understanding of the advertising process, excessive bureaucracy and delays in remuneration put a strain on agencies’ relationships with the public sector clients as compared to the private sector. The study recommends that for improved relationships and the smooth flow of the advertising process, both agencies and clients will need to focus on trust, commitment, partnership, proactiveness and communication. Public institutions may also need to put in more effort to fully understand the advertising process. Overall, the study builds on the advertising literature with empirical information from Africa, a context that has been bereft in previous analysis.