Client–Agency Briefing: Using Paradox Theory to Overcome Challenges Associated with Client Resource Deployment

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.

Additional information

Notes on contributors

Mario Vafeas

Mario Vafeas (PhD, University of the West of England) is Associate Professor of Marketing, Bristol Business School, University of the West of England, Bristol, United Kingdom.