Marketing: Ad Agencies–Friend or Foe?
I worked at one of the largest full-service ad agencies in the world for four years and, since jumping to the client side, I’ve hired and fired my share of agencies. So I have some knowledge of how they think and what motivates them. Can an ad agency be the print service provider’s ally? Yes. Are there some agencies that never will be? Yes; and the second group might be larger than the first. So how can you, the print service provider, quickly distinguish between …
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