Abstract

Agencies depend on client resources to fulfill their value proposition. An inadequate quantity or quality of client resources can negatively influence agency output. Advertising literature reports that agencies are frequently frustrated with deficiencies of information, expertise, and time. However, only a limited number of studies represent the client perspective on resourcing issues. Adopting a paradox perspective, this study explores the competing demands that confront clients when deploying resources during the briefing process. It advances strategies that simultaneously satisfy the requirements of agency and client, often with synergistic effect. Furthermore, the study proposes that these strategies trigger a complementary resource, increasing collaboration and trust, and positively influencing the quality of the client–agency relationship. In addition to contributing to theoretical understanding of resource allocation, the study recommends practical steps for improving the briefing process.

摘要

代理商依靠客户资源来实现其价值主张。客户资源的数量或质量不足会对机构的产出产生负面影响。广告文献报告称，代理机构经常因信息、专业知识和时间不足而感到沮丧。然而，只有有限数量的研究代表了客户对资源问题的看法。本研究采用悖论的观点，探讨了客户在简报过程中部署资源时面临的竞争需求。它提出了同时满足代理和客户要求的策略，通常具有协同效应。此外，该研究提出，这些策略会触发互补资源，增加合作和信任，并对客户-机构关系的质量产生积极影响。