In many places, the classic product competition has transformed into a competition of communication. Nowadays, marketing often revolves around making the usually minor factual differences in offerings comprehensible to consumers through brand advertising.

Against this backdrop, Simon Walter examines the role of the advertising agency in the brand management process. In an empirical study, he investigates questions such as the influence of the involvement and input of the advertising agency on the success of the collaboration between the client and the agency, and how this collaboration can be effectively structured.