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Conflict Policy and Advertising Agency–Client Relations: The Problem of Competing Clients Sharing a Common Agency

Author

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  • Silk, Alvin J.

Abstract

What restrictions should be placed on advertising agencies with respect to serving accounts or clients who are competitors of one another in order to avoid conflicts of interest? In recent decades, the advertising and marketing services industry has undergone a number of structural changes that forced an ongoing re-examination and modification of traditional norms and policies emphasizing exclusivity in agency–client relationships. A typology of conflicts that have arisen in the U.S. shows the variety and complexity of contemporary conflicts. Cases of conflicts reported in the trade literature are used to illustrate policy issues as well as the spillover effects and resolution of disputes.

Suggested Citation

  • Silk, Alvin J., 2012. "Conflict Policy and Advertising Agency–Client Relations: The Problem of Competing Clients Sharing a Common Agency," Foundations and Trends(R) in Marketing, now publishers, vol. 6(2), pages 63-149, December.
    • Handle: RePEc:now:fntmkt:1700000033
    DOI: 10.1561/1700000033
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    Cited by:

    1. Joseph P. Broschak & Emily S. Block & Sharon Koppman & Idris Adjerid, 2020. "Will We Ever Meet Again? The Relationship between Inter‐Firm Managerial Migration and the Circulation of Client Ties," Journal of Management Studies, Wiley Blackwell, vol. 57(6), pages 1106-1142, September.

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