How Should Firms Select Advertising Agencies?

Abstract

In his book, Where the Suckers Moon: An Advertising Story, Randall Rothenberg, a former advertising columnist for the New York Times, describes how Subaru of America selected a new agency in 1991. This behind-the-scenes account was made possible by his sitting in on the meetings that led to the selection of Wieden and Kennedy to handle Subaru’s $75 million account. The book is thus a first-hand look at how an agency makes a proposal to a client. Rothenberg also reports on the subsequent relationship between Wieden and Kennedy and Subaru. Along the way, he describes the advertising industry in general. The book should be of interest to those in the advertising business, those who hire advertising agencies, students contemplating a career in advertising, and teachers of advertising.

Keywords: advertising, review, marketing