Agency Mania 2nd Edition

The advertiser/agency relationship is under incredible pressure, and the future of the advertising industry is uncertain. The entire marketing ecosystem is being tested. At a time of unprecedented change and complexity in marketing, Agency Mania will transform the way you look at client/agency relationships. It invites you to build sustainable partnerships that deliver unmatched work and results.

Named one of strategy+business magazine’s Best Business Books of 2019.

Provocative and eye opening

New edition, published by Beaufort Books, presents insights and best practices for brand managers, marketers and advertisers, including step-by-step processes on how to pursue, manage and maintain stronger partnerships that yield more cost-effective results.


Much anticipated release

Nearly a decade later, an updated version of Bruno Gralpois’ best-seller and industry reference on how to drive ROI and create more mutually accountable brand/agency relations.

Available now!

The book is now available to order at major bookstores such as Amazon.comBarnes & Noble and other retailers.

A word about the Author

Bruno Gralpois has been instrumental in establishing Agency Management as a central global discipline for many of the top 200 advertisers. His commitment to successful client/agency partnerships led Gralpois to co-found Agency Mania Solutions and serve as principal. Before that, he held leadership positions at industry-leading companies, including Microsoft and Visa, as well as various pre-IPO software companies. Gralpois is an active member of the ANA Faculty of Marketing, which helps build effective advertiser-agency relationships.

Bruno Gralpois, Co-founder/Principal at Agency Mania Solutions.

A Must-Read for Anyone in Marketing

In Agency Mania, author and partnership guru Bruno Gralpois shines a bright light on the insanity of advertisers and agencies who fail to work together successfully and shows you, step-by-step, how to build a successful long-term advertiser/agency partnership.

Interested in getting copies for your colleagues or your teammates? For corporate volume discounts (16+ books), visit or contact us at [email protected] to get your own company discount code.

ONLY $24.95

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Agency Mania provides important insight into the changing dynamic of the client/agency relationship and the importance for brand leaders to nurture lasting partnerships with their agencies that ultimately deliver outstanding work."
Antonio Lucio, Global Chief Marketing Officer, Facebook

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Through this book, Bruno Gralpois, helps clients navigate the complex matrix of the agency landscape. Agency Mania provides clients with a unique perspective and best practices to nurture healthy and effective partnerships with agencies. We have been able to evolve and establish best in class agency management processes with the resources and partnership provided by the Agency Mania team.”

Keecia Scott,
Associate Director, Marketing Operations
Gilead Sciences


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Agency Mania brilliantly covers major building blocks of client/agency relationships that are so essential to company’s marketing success as the industry faces greater complexity and a rapidly changing and innovative environment. It is a guide post for marketers and procurement on ways to collaborate with agencies to produce more efficient work to drive high impact business performance.”

Sal Vitale,
Senior Manager, Marketing & Sales Procurement
Mondelēz International


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Read Agency Mania and keep it on your bookshelf. We are in the middle of a paradigm shift, challenging our traditional ways of creating content. Agency Mania sheds light on how to successfully partner with the multitude of valued, creative resources at your fingertips"

Jillian Gibbs,
Founder and CEO
Advertising Production Resources (APR)

Jillian Gibbs
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Bruno takes the mania out of managing your agencies with applicable best practices that will help you get the most out of your agency relationships. With the ever-increasing complexity of marketing, the agency landscape, and millions of spend at stake, it is a must read for marketers, procurement, consultants, and agencies.”

Jim Wallace,
Director Worldwide Agency Strategy & Management,
HP Inc.

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Bruno Gralpois is a voice of reason amidst a cacophony of doom and gloom. Mr. Gralpois holistic business acumen shines through in his Agency Mania work. Agency Mania's foundation is constructed on the realization marketing is a growth driver that requires consistency, discipline and investment. Agency Mania provides a road map for successful and mutually beneficial marketing partnerships."

Tom Finneran,
Executive Vice President - Agency Management Service,
American Assoicaition of Advertising Agencies (4As)

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Agency Mania is a must read to better understand how to create mutually beneficially relationships amongst marketing and its agency partners. Intended for both marketing and agency talent designed to equip each with tools and techniques to ensure effective expenditure of organization budgets. Not only a great read, but actionable to start using now."

Brett Colbert,
Colbert Group

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Bruno Gralpois explores with remarkable insight how to recast this partnership to work more effectively. Most importantly, he shows how both parties - agencies and clients - can transform their approaches to focus on the things that really matter. In my view, there isn't another book like it on the market today.”

Tim Williams,
Founding Partner,

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His face on the cover of the book says it all. We all try to keep up with an industry undergoing the greatest reset in history. Bruno, the increasingly charming industry truth tank - couple’s counsellor extraordinaire brings us his upbeat and very insightful commentary. There is so much talent in all aspects of this industry, experiencing the reset. We need Bruno now more than ever. Bruno is our beacon.”

Tom Sacchi,

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Bruno does a masterful job in bringing his wealth of experience in Client/Agency management, combined with the integration of relevant stakeholder perspectives, to bear on an exhaustive and actionable compendium of best practices for the Marketing Services industry.”

J. Francisco Escoba,
JFE International Consultants, Inc.

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Nearly a decade later, Bruno did it again. Agency Mania provides us clear insight into meaningful ways brands and agencies can produce impactful work when they collaborate effectively. Mutual chemistry and collaboration are paramount. A must read for anyone in marketing.”

Ryan Linder,
Global Chief Marketing Officer, EVP,
MDC Partners

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A must read for every agency and brand executives wanting to understand how agencies and clients will (and should) work in the future. The traditional collaboration model with agencies is obsolete. Bruno Gralpois gives us the keys to new, more productive and effective ways to engage with agency partners!"

Philippe Padget,

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Agency Mania remains the industry’s playbook for navigating the matrixed and hyperdynamic world of advertising. Bruno skillfully guides the reader with a baseline of all the relevant industry players, path to optimize win-win outcomes, and tips to manage in this complex environment."

Antonio Humphreys,
Senior Manager,
Adobe, Inc.

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Bruno’s book is a guiding light that helps maximize the impact of the significant time and money that brands spend with their agency partners. Look no further for a wealth of practical and actionable advice to help you cut through complexity, move beyond the traditional and build ever-smarter approaches to creating powerful content and marketing."

Mat Mildenhall,
Chief Client Officer,
eg+ Worldwide

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Bruno Gralpois shines a results-oriented spotlight on the critical agency-client relationship and demystifies the approach to getting the most from one’s agency, amplifying the value that partner provides exponentially."

Shepard Kramer,
SVP CMP Practice,
Association of National Advertisers (ANA)

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A strong, trusting relationship between client and agency is the foundation stone all marketing success is built upon. Bruno’s book paves the way for us all to have such relationships, by creating a common understanding of the dynamics that matter most, and crisp articulation of the ever changing landscape we operate in.”

Paul Birks-Hay,
Partner, President,
Venables Bell and Partners

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Bruno has done it again! As advertisers and agencies experience profound and rapid changes Bruno guides both groups on how best to adapt to the new working environment in the advertising industry. An easy and delightful, knowledgeable read like the first edition and such a good use of your time to invest in reading.”

Robert Familetti,
Managing Director,
The Marketing Arm

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The communications marketplace has never been more complex, has never evolved faster, pivots almost daily and consequently never been harder for clients and agencies to stay connected and navigate. Bruno is a wise owl in this sea of complexity and I have no doubt that this new book will be illuminating for anyone who wants to reframe their agency relationships on the right new contemporary course.”

Debbie Morrison,
Director of Consultancy & Best Practice,
Incorporated Society of British Advertisers (ISBA)

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In a recent WFA survey 3 in 4 of our members shared they are reviewing their current agency roster set-ups. There is no magic bullet or one-size-fits-all solution. However, working with established experts like Bruno can add great value in building genuine and durable partnerships between clients and agencies.”

Laura Forcetti,
Global Marketing Sourcing Manager,
World Federation of Advertisers

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Bruno is the preeminent thought leader in the agency relationship management field, which he brilliantly demonstrates through the elegance of his software solutions, and the great insights he provides through his many content platforms, including this terrific new book, the new go-to resource for agency operations professionals.”

John Hardy,
President, Market Source Advisors Consultancy and former Procurement Directory Disney,
Market Source Advisors Consultancy

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The dynamic of the client/agency relationship is constantly evolving, but to be honest has always had much room for improvement and streamlining. Agency Mania is a superb guide on how to build true partnerships that deliver results, but also which will lessen iterations of unproductive briefs, and speed up the process. A must read for anyone in marketing working with agencies, but also with agencies working with marketing departments.”

Brian Kuz,
Head of Marketing and Innovation,

"The last many years have been transformative for the advertising industry. We have seen media fragmentations, technology hype cycles and an ever-increasign talent shortage in our industry. Many in the business seek more rewarding and productive ways to engage and partner and this book delivers that".