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Agency Mania: Harness The Madness of Client/Agency Relationships for High-Impact Results
Agency Mania was written because billions of dollars in company budgets are invested every year into marketing efforts that strive to deliver engaging consumer experiences and deliver measurable business results. To get most out of their marketing investment, brand advertisers of all sizes must demand more from their advertising and marketing communications agencies, and get the best possible work from these relationships while simultaneously driving the dual agenda of effectiveness and efficiency. Why do some client/agency partnerships thrive while others fail? And how can both parties improve the chances of success? Agency Mania is an indispensable guide in which, Bruno Gralpois reveals the anatomy of a strong partnership with an advertising, media, digital, PR or marketing communications agency that drives results and delivers real value to the client's business. Mr. Gralpois shines a bright light on the insanity of clients and agencies failing to effectively nurture their relations.
- GenresBusiness
366 pages, Hardcover
First published October 1, 2010
2 people are currently reading
39 people want to read
About the author
Bruno Gralpois
8 books7 followersAWARD-WINNING CORPORATE EXECUTIVE, SERIAL ENTREPRENEUR
Bruno Gralpois is recognized globally by his peers as a client/agency relationship guru and adviser, leading brands like VISA and MICROSOFT to relationship bliss with their agency partners. Bruno is co-founder and principal at AGENCY MANIA SOLUTIONS, a Seattle-based technology firm specializing in cloud-based automation, actionable insights and professional services designed to infuse more collaboration and efficient outcomes in brand and agency partnerships. His clients include the world's largest brands including Dell, Toyota, IBM, American Express and many others. At VISA, Bruno was responsible for driving brand excellence around the world as the Head of Global Marketing and Operations. As the Director of Global Agency Strategy and Management at MICROSOFT, he developed a company-wide approach to strengthening the brand and driving business impact through successful partnerships around the globe. His outstanding work dedicated to establishing Agency Management and CRM as central global marketing disciplines at Microsoft earned him many awards, including the highly prestigious Marketing Excellence Award from then-CEO Steve Ballmer. Over the years, Bruno has worked with some of the largest brands in the world in either a leadership and managerial capacity or as a subject matter expert.
IMPRESSIVE TRACK-RECORD WORKING FOR THE WORLD'S LARGEST BRAND AND HIGH TECH BUSINESS VENTURES
In addition to in Fortune 100 companies, Bruno Gralpois also held executive leadership positions at fast-growing pre-IPO tech companies - AQUANTIVE/RAZORFISH and VISIO - where he played a critical role in building fast growing organizations using robust data, analytics and digital competencies. Both companies had their Initial Public Offering (IPO) during his tenure and were later on acquired by tech giant MICROSOFT. Bruno is also the former Head of Relationship Marketing at CLEARWIRE/SPRINT (now part of T-MOBILE), a multi-billion dollars leading provider of wireless services, where he built a growth customer engine that contributed to the company's success. He held various senior positions at HACHETTE and the FRENCH MINISTRY OF DEFENSE in France. Bruno also holds a MBA in Marketing and International Business from the International School of Management and he is a frequent speaker at industry events.
BEST-SELLER AUTHOR, PUBLIC SPEAKER AND TRADE ADVISOR
Bruno Gralpois is the author of "AGENCY MANIA" (first and now second edition), available in multiple languages and considered a reference book in the business community. The book was recognized by the prestigious Pwc's publication "strategy + business" as one of the "BEST BUSINESS BOOKS of 2019". Bruno is also the former chair of the Association of National Advertisers (ANA) Client/Agency Relations Committee. He was appointed as French Foreign Trade Advisor in the US by the French Ministry of Trade and Commerce. Bruno is an active member of industry forums where he contributes to increase the effectiveness of business partnerships. He's currently a Faculty Member of the ANA School of Marketing, training Fortune 100 companies. Bruno was nominated 2021 Man of the Year by Deluxe Magazine. He was a pro bono adviser for celebrity photographer Nick Haddow and two-time Academy Award® winning actress Emma Thompson and their project "SAFE". Bruno grew up in France (Nantes), the world-renowned center of style, beauty and fashion. A former celebrity judge for Miss USA and Miss America events and the author of "MAGNIFIQUE INSIDE & OUT", Bruno has been featured on many radio and television shows. His highly anticipated self-help book, "SUCCESS FREAK" launched in late 2019 and received many industry accolades including the 2019 Bronze Award from Foreword Reviews in the career category.
Bruno Gralpois is recognized globally by his peers as a client/agency relationship guru and adviser, leading brands like VISA and MICROSOFT to relationship bliss with their agency partners. Bruno is co-founder and principal at AGENCY MANIA SOLUTIONS, a Seattle-based technology firm specializing in cloud-based automation, actionable insights and professional services designed to infuse more collaboration and efficient outcomes in brand and agency partnerships. His clients include the world's largest brands including Dell, Toyota, IBM, American Express and many others. At VISA, Bruno was responsible for driving brand excellence around the world as the Head of Global Marketing and Operations. As the Director of Global Agency Strategy and Management at MICROSOFT, he developed a company-wide approach to strengthening the brand and driving business impact through successful partnerships around the globe. His outstanding work dedicated to establishing Agency Management and CRM as central global marketing disciplines at Microsoft earned him many awards, including the highly prestigious Marketing Excellence Award from then-CEO Steve Ballmer. Over the years, Bruno has worked with some of the largest brands in the world in either a leadership and managerial capacity or as a subject matter expert.
IMPRESSIVE TRACK-RECORD WORKING FOR THE WORLD'S LARGEST BRAND AND HIGH TECH BUSINESS VENTURES
In addition to in Fortune 100 companies, Bruno Gralpois also held executive leadership positions at fast-growing pre-IPO tech companies - AQUANTIVE/RAZORFISH and VISIO - where he played a critical role in building fast growing organizations using robust data, analytics and digital competencies. Both companies had their Initial Public Offering (IPO) during his tenure and were later on acquired by tech giant MICROSOFT. Bruno is also the former Head of Relationship Marketing at CLEARWIRE/SPRINT (now part of T-MOBILE), a multi-billion dollars leading provider of wireless services, where he built a growth customer engine that contributed to the company's success. He held various senior positions at HACHETTE and the FRENCH MINISTRY OF DEFENSE in France. Bruno also holds a MBA in Marketing and International Business from the International School of Management and he is a frequent speaker at industry events.
BEST-SELLER AUTHOR, PUBLIC SPEAKER AND TRADE ADVISOR
Bruno Gralpois is the author of "AGENCY MANIA" (first and now second edition), available in multiple languages and considered a reference book in the business community. The book was recognized by the prestigious Pwc's publication "strategy + business" as one of the "BEST BUSINESS BOOKS of 2019". Bruno is also the former chair of the Association of National Advertisers (ANA) Client/Agency Relations Committee. He was appointed as French Foreign Trade Advisor in the US by the French Ministry of Trade and Commerce. Bruno is an active member of industry forums where he contributes to increase the effectiveness of business partnerships. He's currently a Faculty Member of the ANA School of Marketing, training Fortune 100 companies. Bruno was nominated 2021 Man of the Year by Deluxe Magazine. He was a pro bono adviser for celebrity photographer Nick Haddow and two-time Academy Award® winning actress Emma Thompson and their project "SAFE". Bruno grew up in France (Nantes), the world-renowned center of style, beauty and fashion. A former celebrity judge for Miss USA and Miss America events and the author of "MAGNIFIQUE INSIDE & OUT", Bruno has been featured on many radio and television shows. His highly anticipated self-help book, "SUCCESS FREAK" launched in late 2019 and received many industry accolades including the 2019 Bronze Award from Foreword Reviews in the career category.
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Displaying 1 of 1 review
February 13, 2012
If you work with advertising agencies, you need to read this book.
If you are an advertising agency with clients (one would hope), you need to read this book. If for no other reason than if your clients read this and you haven't, you'll behind the curve.
You can read it in pieces, but I recommend reading the whole thing from start to finish. The first few chapters (general info about ad agencies and the agency business) and last couple (optimizing the relationship) are probably the most appealing, with the middle part focused on specific topics that you could pick and choose between.
If you are an advertising agency with clients (one would hope), you need to read this book. If for no other reason than if your clients read this and you haven't, you'll behind the curve.
You can read it in pieces, but I recommend reading the whole thing from start to finish. The first few chapters (general info about ad agencies and the agency business) and last couple (optimizing the relationship) are probably the most appealing, with the middle part focused on specific topics that you could pick and choose between.
Displaying 1 of 1 review