Warc index
 

The rise of digital technology has put paid to the traditional agency model. The future will need to be more diverse, with individual agency models better adapted to the individual needs of different ...

The post-digital age has major implications for the restructuring of communications businesses. Disaggregation of business - for example, offshoring parts of the service to different countries - could ...

This paper argues that many businesses fail to distinguish between price and transaction costs, and fatally ignore the latter while trying to reduce the former. Low-cost competitors may succeed not be

This article predicts that continued recession may mean the demise of the traditional advertising agency. Clients' budgets are squeezed and have to work harder. They continue to support their brand wi

The advertising industry needs to evolve and develop a new business model, but three pitfalls have created a vicious cycle which keeps the advertising industry glued to the past. The first is the inab ...

This article is a reprint of a classic paper by Stephen King, first published in 1989, which describes how account planning developed at JWT (with a focus on marketing and strategy, and what a consume ...

This article describes how advertising agencies on Madison Avenue are becoming more entrepreneurial as they reinvent their business models and seek new ways to grow business. Prominent examples includ ...

The advertising model has traditionally been based on giving people content which they pay for with their time and attention. Digital media technology means that audiences are becoming less captive; r ...

This article argues that the creative industries (advertising and marketing) must, like any other business, keep innovating to survive. Being creative does not make you inherently innovative. One mus ...

Google is now valued at a much higher price than the three largest media companies, and 3.5 times greater than all publicly-traded agency holding companies. Google (and other new media companies) are ...

In the continuing battle between direct response and brand-building as an agency philosophy, direct response (now renamed digital or performance marketing agencies) seem to be getting the upper hand, ...

In his regular posting from Madison Avenue, Joe Mandese revisits the growing influence of Google, and discusses why it is recruiting so much media planning talent.

Joe Mandese discusses recent books by the heads of some leading media shops - and how they present a compelling case that digital media are changing everything we know about our business. Ads are now ...

This article offers some survival tips for chief marketing officers, including the importance of doing your homework before stepping into the role, being fully accountable for all marketing investment ...

Chris Peterson, founder of Chautauqua Communications, argues that clients no longer need conventional agency creative departments and disciplines. The advent of the pro-active, internet-smart consumer ...

Dominic Finney, head of emerging channels & trading at BLM quantum, discusses the limitations of today's digital agencies and how they must change if they are to meet the needs of the future consumer ...

Joe Mandese, in his regular column from the US, discusses the impact of new internet-based companies that allow advertisers to create ads, and plan and buy campaigns in local media. These provide a gr ...

The founder of the Dallas agency Slingshot, Owen Hannay, sees advertising's future belonging to a new breed of multidextrous, multi-channel, multi-marketing agencies - whose creative teams can turn th ...

Based on his book, 'Space Race - An inside view of the future of communications planning' - Jim Taylor, regional director of Mediaedge:cia, looks at how the communications industry will evolve over th ...

In his regular review of the US media scene, Joe Mandese discusses the resurgence of interest in media-buying exchanges, to make media buying more efficient and transparent. He traces previous attempt ...

Despite the many pronouncements about the almost insurmountable challenges facing the advertising industry, this article argues that it can have a dynamic future. The difficulties currently facing tel ...

Joe Mandese, in his regular update from Madison Avenue, draws some worrying parallels between the mood in 2000 (when Enron was extending its tentacles into the advertising media scene, just before the ...

Advertising agencies produce promotional campaigns and individual advertisements in all media, including print, broadcast, and the Internet. Besides creative work (written copy, artwork, graphics, and ...

Joe Mandese looks back at the predictions he made for 2005 (and reckons he got four right and three wrong), and looks ahead with seven new predictions for fundamental media change and radical developm ...

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 ...

Alvin Silk, Lincoln Filene Professor Emeritus at Harvard Business School, and Ernst Berndt, Louis B Seley Professor of applied economics at MIT Sloan School of Management, discuss an econometric study ...

Stan Rapp, US editor of Admap, reckons that the ad agency of tomorrow will be very different from today's. Having predicted the 'integrated communications agency' 15 years ago, he now sees a new mode ...

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 ...

Steve McCarron, senior account planner at BDH\TBWA, believes that a fundamental shift is taking place in the way brands are perceived. Once it was the communications activity of the marketing departm ...