A cross-cultural assessment of the advertising agency selection process: an empirical test in Korea and New Zealand

Abstract

It is an odd fact that much of the recent work concerning selection of an advertising agency has been drawn from New Zealand samples. As this topic is of burning interest to advertising agencies—and of continuing interest to marketing and advertising academics—it seems an appropriate time to generalise these findings. This is the purpose of the research reported here. Data collected in Korea show that there is surprising similarity in the evaluative criteria used in both countries. The size of the advertising agency selection team does differ, however, as does the power structure within the selection teams in the two countries.