14/04/2023 @BKeeganMMU

14/04/2023 @BKeeganMMU

Background to the Topic

• From an increasing number of PhD interviews: • “It really does depend on the type of Client”• “Well, that would be up to the kind of Client”

• The problem, further scrutinized:• “Clients generally have to be told what’s good”• “Some of them you really have to hold their hands”• “They just don’t get Social, they think they do, but they

don’t”

• When Clients were interviewed• “They just don’t get KPI’s”• “Sometimes they just don’t do what we want”

Look

into

thi

s la

ter…

.

14/04/2023 @BKeeganMMU

Refined Topic Area: The Impact of Agency-Client Relationships in the Digital & Social Media Marketing Sphere

Consider this well known dyad…

Rebel Alliance Galactic Empire

vs.

14/04/2023 @BKeeganMMU

14/04/2023 @BKeeganMMU

Rebel Alliance (Jedi) & Galactic Empire (Dark Side)?• Anakin & Luke Skywalker are from the same family

• They both know how to use a Light Saber

• Both are after one thing…control of the galaxy

• Jedis are bound by a code of ethics, morality and principles of honour and justice & must go through intense training with Jedi Masters

• The Empire is a Totalitarian Statocracy, lead by Emperor Palptine, they care little for ethics

14/04/2023

The Tools for a Jedi-Style Systematic Lit Review

@BKeeganMMU

14/04/2023 @BKeeganMMU

What is…Harzing Publish or Perish?

14/04/2023 @BKeeganMMU

What is…Mendeley

14/04/2023 @BKeeganMMU

ACR Literature Timeline 1922-Present

Era of Economic Science

Marshall (1922)

Origins of ACRHaase, Lockley and Digges (1934)

Theory of the FirmCyert & March, (1963)

Agency TheoryWilson (1968)

IMCKitchen (2005)

Agency Termination & ‘Switching’Henke (1995)

GlobalisationDelener (1996).

Relationship MarketingWackman, Salmon, & Salmon, (1987)

Digital Influence on ACR/Co-CreationMasiello, Marasco & Izzo (2013)

1920 1930 1940 1950 1960 1970 1980 1990 2000 2010

Account Management EraTwedt, D.K.W. (1964)

14/04/2023 @BKeeganMMU

Will Digital & Social Media Herald A New Era of Co-Creation In Campaign Planning?

‘…we start with that kind of consultation and its having that workshop and it’s something we actually charge for. So we get our team and their team around a table and we start asking the right questions…understanding their aims and objectives.’

‘a workshop is more of a collaborative thing rather than standing up and pointing at lots of PowerPoint slides’

14/04/2023 @BKeeganMMU

Future Agenda for Research

• Integrated Marketing Communications in the Digital Era• The many-many ACR

• The impact of the social media platforms on the modern ACR • The role of the agent as educator/advisor

• Co-creation and between clients and agencies • Creative Co-Creation of campaigns• Co-operative innovation

14/04/2023 @BKeeganMMU

Or Will The Battle Continue To Rage On…

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Questions?

14/04/2023 @BKeeganMMU

Links

• Harzings POP• http://www.harzing.com/pop.htm

• Mendeley (How-To’s)• http://www.mendeley.com/videos-tutorials/

• Dropbox• https://www.dropbox.com/

• Tools I use for Education Purposes• http://diginnmmu.com/opinion/tools-i-use-for-education-692

• Excel Pivot-Table (How-To’s)• http://fiveminutelessons.com/learn-microsoft-excel/how-create-pivot-table-excel