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MASTER THESIS
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Enhancing the quality of the relationship between the client and the advertising agency: the case of strategie agency

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Grodent, Cynthia ULiège
Promotor(s) : Dessart, Laurence ULiège
Date of defense : 19-Jun-2020/23-Jun-2020 • Permalink : http://hdl.handle.net/2268.2/9004
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Title : Enhancing the quality of the relationship between the client and the advertising agency: the case of strategie agency
Translated title : [fr] Améliorer la qualité de la relation entre le client et l'agence de publicité : le cas de Strategie Agency
Author : Grodent, Cynthia ULiège
Date of defense  : 19-Jun-2020/23-Jun-2020
Advisor(s) : Dessart, Laurence ULiège
Committee's member(s) : Heins, Eddy ULiège
Hubin, Madeleine-Marie ULiège
Heusdens, Franck 
Language : English
Number of pages : 175
Keywords : [en] Agency–client relationships
[en] advertising agencies
[en] customer journey mapping
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] Advertising agencies are repositioning and defining themselves as customer-centric businesses to face fierce competition, industry risks and increasingly demanding clients. For the communication agency Strategie Agency, this repositioning began in February 2019 when it unveiled its new brand image. The objective of this project thesis is to contribute to Strategie Agency's reflection on how to improve the quality of the relationship with its clients as well as to propose to the agency a concrete action plan to be put in place. This exploratory research is based on a literature review as well as qualitative research to better understand the issue. The qualitative research consists of nine participatory observations, a focus group with six members of the Strategie Agency sales team and five qualitative questionnaires with Belgian advertisers. This study identifies the technique of customer journey mapping as a tool for improving the quality of the relationship between the client and the agency. The use of the map has enabled to distinguish and prioritise different opportunities. Among these opportunities, the development of methodology templates was selected as the one that would bring the most value to the agency given its feasibility and should, therefore, be put in place first.


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  • Grodent, Cynthia ULiège Université de Liège > Master sc. gest., à fin.

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