Communication agencies: Media-creative relationship

 

Joe Mandese looks at the relatively new world of creative media awards, and the reasons why Omnicon's OMD unit seems to win more than most. The key seems to be close working with their creative counte ...

Joe Mandese, in his regular report on the US media scene, considers the twin themes of 2005 - creative communications planning, and the metrics of accountability. He is particularly encouraged by the ...

Joe Mandese discusses the potential acquisition of the Aegis Group by Havas, Omnicom or another advertising giant. He argues that the reason that Aegis is so tempting is because it does not have a t ...

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 ...

Joe Mandese, in his regular report from the USA, describes the thinking behind FCB Media – an operation aligned with the main agency but able to use the resources and skills of the ‘unbundled’ Interpu ...

Stephen White, chief executive of Effective Media Management (EMM), and Charles Dawson, an independent marketing and media consultant, reflect on the risks inherent in managing big international media ...

Jeremy Miles, chairman of Miles Calcraft Briginshaw Duffy, considers the current interest in the reintegration of media and creative agencies. Is it possible? Can it work?

Argues that, as the economy improves in the US (2004), it would be a good time to adopt sequential liability as an industry standard for paying the media. Sequential liability means that if a media bu ...

Joe Mandese, in his regular column, reports on the new doctrine of ROI (return on investment) media planning in the USA. He recounts that interactive media planners are moving from reach-based media ...

In his regular column, Joe Mandese describes the new thinking that is leading to media independents and buying shops developing and controlling the creative content of advertising that they place.

In his regular review of the US ad scene, Joe Mandese argues that despite the popularity of communications planners looking beyond traditional media, the actual split of US marketing budgets between c ...

In his regular article Joe Mandese reviews the growing trend of US media agencies to look at creative branding to differentiate the services they offer. This has led to the importing of account planne ...

Joe Mandese contends that the consolidation of media planning could have a profound impact on the media marketplace. He discusses 'planning agencies, within agencies' and their likely development. He ...

Jeremy Bullmore uses Edward de Bono's concept of the 'intermediate impossible' as means to more inventive thinking when it comes to marketing problems. In particular, he suggests that asking an agency ...

The author outlines the problems facing marketers' evaluation of media planning and buying. Then he proposes a list of ideas to help every client receive maximum value from their agencies and buying s ...

In the last few years, the use and relative effectiveness of internet advertising has been the focus of research attention in the advertising and marketing literatures. However, few studies to date ha ...

This is an introductory piece to three features on media creativity. It reviews the separating of the media function from the traditional agency and comments on how media agencies are being redefined ...

This Canadian author looks at the growing concentration of multi-media power, covering content and distribution, not only in North America, but across the world.

The author, a media consultant, reviews the problems facing media buyers and planners in the US market, and gives examples of new opportunities and creative solutions available.

The author argues that 'media collaboration hubs' will revolutionise the way advertising agencies buy media - and the savviest agencies (and advertisers) will benefit quickest.

It has become difficult to recruit and retain talented media professionals as more online startups offer lucrative packages. Agencies must re-evaluate their commitment to their staff. They must open t ...

The media department is the new creative department and the new media person must be a real ad enthusiast. Each medium including the Internet, magazines, radio, newspapers, billboards, TV and direct m ...

Discusses the benefits to both advertisers and advertising agencies of using a media consultant. The consultant, it is argued, provides wider experience of the effectiveness of different media in spec ...

Although the present trend towards global marketing and integrated communication strategies would seem to offer the full-service networks an opportunity to establish themselves as powerful global medi ...

The idea that creatives, account management and media planners must work together is integral to the re-engineering process many agencies have been undergoing in the 1990s. Changes to the physical str ...

The media independents made full service agencies sharper and more competitive, but now it seems neither necessary nor desirable to separate media and creative activities. Advertising is a single proc ...

Discusses the changes necessary for full-service agencies to survive. The early success of the best media independents was deserved; they competed on fairly equal terms with internal media departments ...

Nicholas Staveley reviews the papers given at a seminar titled 'Advertising accountability and the client/agency relationship', convened by Westminster management Consultants, February 1992. He sees m ...

The chief executive of WPP points out that the European single market has been demanded only by politicians and producers, not by consumers, and warns against stripped-down, lowest denominator Eurobra ...

Argues that advertisers and agencies grossly undervalue the contribution which media researchers make, or should be making, to their business. A special survey among major advertisers reveals that, al ...