Relational conflict across networks in the advertising industry

Ian Grant, Eleanor Shaw

Research output: Contribution to conferencePaperpeer-review

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The aim of this paper is to explore the tensions and basis for conflict which reside in relationships embedded in, and connecting advertising and other agencies involved in the process of advertising planning. Utilising a social network perspective, the paper draws from twenty two depth interviews to account for the emergence and consequences of conflict found in such relationships. Four key themes are identified covering issues of involvement intensity, role ambiguity, cultural stereotyping and finally conflicts of interest. The paper provides a valuable contrast to dyadic client – agency perspectives recognising the importance of multiple, simultaneous relationships. The findings consider the implications of tension and conflict in advertising relationships, highlighting how overt and covert actions influence perceptions of network trust. Outcomes range from collaborative tension through to intra-organisational conflict.
Original languageEnglish
Publication statusUnpublished - Sep 2009
Event25th Industrial Marketing and Purchasing Group Conference - Marseille, France
Duration: 3 Sep 20095 Sep 2009


Conference25th Industrial Marketing and Purchasing Group Conference


  • negative relationships
  • advertising
  • social networks

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