Bruno Gralpois, WARC Best Practice, April 2020
This article dives into best practices for agency management, including: what is required for a strong agency partnership, how to conduct a successful agency search, ways of getting your agency to deliver outstanding work.
Over half of ad agency CEOs say they’re ready to do business despite the current crisis, and they feel confident they can respond to client briefs despite the constraints of remote working, a new survey suggests.
Sam Peña-Taylor, Event Reports, Festival of marketing, October 2019
Shell, the oil and gas company, rethought and reviewed its creative and media agency roster to set itself up for the future – and found far deeper value in collaborating closely and at a high level with agency partners.
A study of senior client-side marketers in the UK has revealed key insights about how brands’ decision-makers – including companies like Unilever, The Economist, and Diageo – see the agency landscape, their own relationships, and ...
LONDON: It is almost exactly a year since Marc Pritchard, Procter & Gamble’s Chief Brand Officer, delivered his landmark speech demanding greater transparency in the digital supply chain, and it appears ongoing concern is prompting brands ...
LONDON: Accenture’s acquisition of Karmarama in November last year sparked a flurry of debate about the role of consultancies in the marketing sector, but the chairman of the creative agency has “definitely no regrets” about the ...
With the backdrop of its 100 th anniversary, the 4A's (American Association of Advertising Agencies) has opened its files of history to provide a series of informational nuggets that, in part, articulate the history of not just the venerated trade organization but the industry it represents as well.
Kevin Allen, Admap, November 2012, pp. 38-39
The author, a veteran of the global advertising business, and the MasterCard pitch winner with 'Priceless', offers ten tips on how to win business, using examples from his own experiences and those of other agencies.
Chuck Kapelke, ANA Magazine, June 2012, pp. 5-6
For marketers, the process of finding the right agency can be complex and time-consuming. Equally, agencies may find it unnerving and have no protection against their pitched ideas being used without compensation.
Joseph Clift, Event Reports, ISBA Annual, March 2011
A report from the 2011 ISBA conference. Presentations are grouped around three broad themes: changing media use/fragmentation, the prospect of increased regulations and standards for online ads, and changes to the client-agency relationship.
Merry Baskin, WARC Best Practice, March 2010, pp. 38-39
New business pitches fell by over 20% in 2009, so agencies need to be competitive. Listen carefully to decipher what the client really wants/needs, and be prepared to distil vast amounts of information into a compelling idea.
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.
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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