Agency Mania (Bruno Gralpois)

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Agency Mania by Bruno Gralpois is a business and marketing management book focused on the often difficult relationship between brand advertisers and their external agencies. Rather than treating agencies as interchangeable vendors, Gralpois argues that marketing performance depends heavily on the quality of collaboration, governance, communication, and trust between the two sides. The book is grounded in the author’s experience in agency management roles at major companies and in his broader work with advertisers and agency partners. Its purpose is practical rather than theoretical: it gives marketers, procurement teams, and agency leaders a structured way to reduce friction, clarify expectations, and make agency relationships more productive. The book sits within the professional marketing category, but its core concern is organizational behavior: how groups with different incentives, pressures, and expertise can work together toward shared business outcomes. Its value comes from making agency management a disciplined capability rather than an improvised administrative task.