A MODEL OF MARKETING INFORMATION FLOW : What Creatives Obtain and Want to Know from Clients

Abstract

Abstract From an extensive literature review, we created a model of client-agency marketing information sharing, identifying five major failure points that can prevent critical marketing information from reaching creative staffers. We identified six specific types of marketing information (target audience demographic profile, customer product usage information, client's product performance information, competitors' product performance information, marketing strategy information, and a main selling point supplied by the client) that are considered critical to the creation of effective advertising. Using a "knowledge gap" analysis in a national survey of creative directors, copywriters, and art directors (N = 583), we demonstrate the existence of critical gaps where vital information often does not reach creative staffers. The lack of significant differences among creatives at different levels within agencies for how often information is provided imparted evidence that internal agency communication, or agency politics, was not responsible for these gaps. We provide specific suggestions for both clients and agencies to address these industry-wide knowledge gaps. Our model provides a clear road map for future research in this most important area.