A study to establish the possible impact value management can have on the briefing stage of projects in the advertising industry

The advertising industry is one that is barraged with problems that are found both within the agency environment and within the client-agency relationship. The problems identified have been categorised, by this report, into the areas: the agency environment that has changed due to technology; the inner-workings of the agency network; and the client-agency relationship. This research report focuses on the briefing stage of the advertising projects with a view to study the management process used to achieve clarity therein, in an endeavour to better understand problems the agency environment faces. Further, this study explored if an alternate method, Value Management (VM), can be implemented during the briefing stage of advertising projects. The effects were assessed and a further examination conducted to assess if the use of VM can remedy some of the problems facing the agency environment. As VM is designed to improve the value of a particular product offering, its application should positively impact on both advertising agency projects and client-agency relationships