How To Select and Work with an Advertising Agency

Published in 1996, this book shares the lessons learned from the experiences of Johns Hopkins University's Center for Communication Programs (JHU/CCP) by providing population and health programmes with an approach to selecting the most qualified ad agency and managing the agency's work. Chapters focus on finding and reviewing ad agencies; selecting an agency partner; hiring the ad agency; and managing a partnership with the agency. A case study, The Indonesia Blue Circle Campaign, is also included. Templates for contracts are provided.