This article outlines the steps brands should follow to develop a successful in-house agency, taking as an example the BBC's in-house creative agency, which was set up to co-create compelling creative work to maximise the BBC's relationship with its audiences.
Agencies may benefit from pursuing greater collaboration on various issues of importance to the industry, such as pushing for data transparency, changing remuneration models, and creating more flexible workforces.
Accenture Interactive, the marketing-focused arm of consulting firm Accenture, believes it stands apart from traditional holding companies in its organizational structure and its focus on acting as a cohesive “experience agency” for ...
Accenture Interactive’s recent purchase of creative hot-shop Droga5 prompted considerable discussion about the future of traditional agencies, the role of management consultancies in marketing, and whether further acquisitions are likely in the near future.
Publicis Groupe has made its largest ever purchase – and one of the advertising industry’s biggest at $4.4 billion – as it acquires Alliance Data Systems’ Epsilon unit as part of a stated strategy to become ...
Renault has traditionally relied on Omnicom’s OMD for media and Publicis for creative, but now the French automotive giant plans to merge the agency teams into a new combined unit, whether they like it or not.
HONG KONG: Agency holding groups have helped to drive a 15% overall increase in mergers and acquisitions activity in the Asia-Pacific region this year, in contrast to other regions where ‘unconventional’ buyers and marketing technology ...
LONDON: The mass marketing model is at something of a crossroads with agencies in danger of becoming simply arms-length ‘vendors’, according to an ex-planner who advocates greater focus on distinctive assets and more analytical rigour.
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
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