Communication agencies: Cost management, procurement

 

This paper suggests ten ways in which advertising agencies can make a profit in today's unpromising environment of fees and payment by results. These include revolutionising the approach towards the s ...

Discusses the forthcoming negotiations between the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (AFTRA). There is concern that with the growth of new digital m ...

Brief summaries of advice from recent (2005) ANA publications on copy testing and procurement.

Procurement departments are playing an increasingly important role in the selection of advertising agencies, as well as in influencing media planning and buying - meaning that agencies now have to dis ...

Discusses the legal and regulatory issues and general challenges facing the marketing industry in 2006, inclduing: session and resisdual feees, the internet, personal media, pensions and health, multi ...

Marketing fraud remains a serious problem, even though accountancy practices have been improved to eliminate bad practices and legal frameworks have been tightened (e.g. the Sarbanes Oxley Act). Some ...

Describes Ad-ID, a Web-based system developed by the AAAA and ANA to build a universal standard for the advertising industry. It is like a barcode which uniquely identifies every advertising asset a c ...

Discusses the increasing involvement of advertisers' procurement and strategic sourcing departments in producing advertising. Although advertisers' marketing departments as well as agencies often disl ...

The Albert Company, a leading packager of celebrity talent and popular music rights on behalf of ad agency and advertiser clients, explains the wrong, and the right, way for agencies to negotiate deal ...

Procurement and sourcing organisations are becoming increasingly important for large corporations, and have moved beyond direct materials purchasing to non-traditional areas such as professional servi ...

Marketers are losing faith in advertising agencies’ ability to control production costs of traditional advertising (TV commercials), and are tending to move towards alternatives (rich media, etc.), ta ...

Paul Sherman, founder of Broaden, a purchasing strategy consultancy, believes the role of the procurement officer in negotiating agency remuneration is here to stay. He outlines the reasons why and d ...

Reports results from the ANA Procurement Survey, which investigated how advertisers procure or buy agency services and how agency performance is monitored (what metrics are used). The survey was condu ...

The head of procurement (purchasing) at Boots describes his department's role, with particular reference to media buying as an example of purchasing which is of strategic importance to the business. H ...

With marketing services, as with consumer products, what matters is not the product sold, but the benefit the customer is buying. The author distinguishes what is being bought, as opposed to the produ ...

Suggests four ways in which advertising agencies can respond to the growing challenge from management consultants: training, development and education (of client executives); creativity and implementa ...

Discusses the relationship between advertising agencies and their clients. The author questions whether present arrangements serve the needs of clients adequately, and suggests that agencies must recr ...

The advertising world is much concerned with the way media rates, especially TV, have risen over the past 10 years. But production costs across all media have risen much faster. In real terms, media c ...

Statistical review of trends in advertising rates and costs, showing how rates of increase in media charges can be looked at in different ways and must be considered in the light of changes in audienc ...

An advertiser complains about the excessive cost of advertising. An inadequately controlled television monopoly underpins excessive costs and restrictive practices in all media. Describing some of the ...

The deputy general secretary of the ACTT discusses the complexity of the fragmented freelance industry which produces commercials, and argues that, while union agreements are concerned with minimums, ...

Discusses the two sources of newspaper revenue - cover prices and advertising - and how the balance between them has changed, with cover prices rising faster than ad rates. Discusses the current high ...

Describes how the central Unilever media division works together with the agencies handling Unilever brands; they do most of the planning, it handles the buying. Outlines the role of the UK Advertisin ...