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Info autore
A.D. Farbey
is currently Head of Business Development for Smee's, a well-known British advertising agency. He was previously Managing Director of KingScott Ltd, and before that a Vice-President of McCann-Erickson International. He has also been Secretary of the Incorporated Advertising Management Association in Britain, Chairman of the Publicity Club of London and Governor of CAM - the UK's educational body for communications. Mr Farbey is the author of several books and range of press articles on marketing communication and has been a visiting university lecturer.
Part 4 has been adapted from The Company Audit Guide published by Cambridge Strategy Publicatioins Ltd.
Part 5 has been developed by Cambridge Strategy Publications Ltd.
Riassunto
The advertising agency an organisation uses can make a radical difference to its success. In a period of increasing accountability and pressure for performance, it is no longer sufficient to rely on judgement alone to evaluate agency performance.
This guide sets out a step-by-step process which can be used to audit the performance of your advertising agency. Divided into two sections this audit explains how to audit the performance of a current agency and also how to evaluate the potential of a new agency.
