ABSTRACT
Marketing communications agencies play a varied role in terms of the contribution they make to their respective clients’ businesses. Indeed, this is the focus of much of the debate which is currently raging within the marketing communications industry. In some instances, this is a reflection of the structuring of the specific agency or consultancy which the company uses – its range and breadth of skills, and the relationship which exists between the organizations. In others, it depends to a
substantial degree on the role which the client company perceives the agency or consultancy to be capable of fulfilling. We will explore these and related issues in the pages which follow.
