...David S. Waller This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client relationships are discussed by means of a review of the literature to identify an account‐management lifecycle...

... to relatively trivial questions by the account manager who kept control over all the important issues in strategy and creative development. Another planner was particularly sceptical of the sincerity with which agencies espoused the account planning philosophy: he claimed that few agencies practice account...

... MCB UP Limited 1996 Accounts management Advertising agencies Australia Clients Political parties In the advertising/public relations industry, a good agency/client relationship is extremely important both for a client to promote their product/service successfully...