Molleague Sally Laurie, argue that IMC is putting a significant strain on client/agency relations. This is being caused, to some extent, by clients because they require agencies to work closely together in order to achieve the co-ordination and consistency that is needed to create effective IMC campaigns. However, clients do not always provide the appropriate guidance and support to enable that to happen. Discuss how important the role of agencies is in IMC. What is IMC demanding from them? Is it all the fault of the client? How might some of the issues be addressed?
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