How to Buy a Gorilla presents a new agency relationship paradigm for marketers to get better-value advertising ideas from their agencies. In this book, David Meikle examines the existing paradigms of the working and commercial relationships between marketing, procurement and agencies, and offers a new approach to how they can collaborate in more trusting, more productive and more effective ways. This is a well-informed exploration of the eternal triangle of marketing, agency and procurement, and will provide valuable guidance and insights to anyone involved in the purchase, management or creation of advertising. AUTHOR: David Meikle is a business and marketing consultant and strategist, specialising in advertising agency performance management; agency sourcing and selection; marketing process and design and marketing procurement. Before founding Salt Partners in 2009, David had a career in advertising spanning more than two decades. SELLING POINTS: . Essential reading for anyone involved in buying, managing or the creation of advertising . Provides an invaluable roadmap from business problem to advertising agency . Exploration of a new marketing framework, The Monkey House . Both insightful and actionable, this book will ensure brands get what they really need from their agency partner . The ultimate book for how to strategically source agency services
