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Research Repository

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Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation (2019)
Journal Article
Hughes, T., & Vafeas, M. (2019). Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation. Journal of Business to Business Marketing, https://doi.org/10.1080/1051712X.2019.1611080

© 2019, © 2019 Taylor & Francis Group, LLC. Purpose: To explore changes in agency/client value co-creation, at a time when digital transformation is having a major impact on the marketing communications process. The theoretical framework of the res... Read More about Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation.

Drivers of client loyalty in the context of market and technological transformation (2018)
Conference Proceeding
Vafeas, M., Hughes, T., & Little, E. (2018). Drivers of client loyalty in the context of market and technological transformation

This study investigates the drivers of loyalty in the context of market and technological transformation. The focus is the client–marketing agency relationship. In an era of greater competitive intensity, greater pressure to demonstrate a return on i... Read More about Drivers of client loyalty in the context of market and technological transformation.

Service-dominant logic as a framework for exploring research utilization (2018)
Journal Article
Hughes, T., & Vafeas, M. (2018). Service-dominant logic as a framework for exploring research utilization. Marketing Theory, 18(4), 451-472. https://doi.org/10.1177/1470593118764019

© The Author(s) 2018. This article links service-dominant (S-D) logic to the call for better theoretical frameworks to understand research utilization in business and management. It contributes to explaining what happens in cocreating knowledge betwe... Read More about Service-dominant logic as a framework for exploring research utilization.

Resource integration for co-creation between marketing agencies and clients (2018)
Journal Article
Hughes, T., Vafeas, M., & Hilton, T. (2018). Resource integration for co-creation between marketing agencies and clients. European Journal of Marketing, 52(5-6), 1329-1354. https://doi.org/10.1108/EJM-10-2015-0725

© 2018, Emerald Publishing Limited. Purpose: Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration betw... Read More about Resource integration for co-creation between marketing agencies and clients.

Agencies and Clients – a very special relationship 1 (2014)
Presentation / Conference
Hughes, T., & Vafeas, M. (2014, July). Agencies and Clients – a very special relationship 1

Findings from Hughes and Vafeas first stage of research on marketing agencies and clients.

Getting the most out of your agency
Presentation / Conference
Hughes, T., & Vafeas, M. Getting the most out of your agency. Presented at Bristol Media and Business West Breakfast Meeting

Presentation and discussion of research to practitioners from Bristol Media and Business West.

Is the traditional agency model dead?
Presentation / Conference
Hughes, T., & Vafeas, M. Is the traditional agency model dead?. Presented at DMA Workshop

Presentation of research to Direct Marketing Association members.

Winning client commitment
Presentation / Conference
Hughes, T., & Vafeas, M. Winning client commitment. Presented at Design Business Association Meeting

Presentation of research to Design Business Association members.