Subject Index
 

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 describes the five key phases of growth for a marketing services agency, and the challenges they pose. At the birth stage, the number of staff is below 15, management is informal and conc ...

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 ...

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, ...

Simon White, marketing and business development director for Momentum UK, puts the case for a radical rethink of how agencies are structured. He argues for 'upstream thinking' (which influences everyt ...

At first glance, an ad campaign and a homicide investigation share little in common. In this article, however, Rory Sutherland shows how the strategies used in the first 48 hours of a murder investiga ...

This paper acknowledges that agencies have come under a variety of pressures in the last 20 years, which have greatly impacted both their structures and functions. The fragmentation of the media marke ...

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 ...

Mergers, acquisitions and consolidations have left just six main media buying points across the globe - and a multitude of tiny non-aligned, mainly local media shops. Stephen White, chairman of Effec ...

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 ...

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 ...

This article is based on an address to the ANA Global Marketing Committee in New York on 27 June 2005. In it, Elliot Polak, founder and CEO of Text Appeal, responds to Martin Sorrell's article 'Why s ...

In this edition of ‘Best Practice’ Roderick White looks at the logistics of integrated marketing communications (IMC). He considers who should be in charge, how best to structure a multi-discipline f ...

Sir Martin Sorrell, founder and chief executive of WPP, puts the case for multi-national clients using a global agency group as a ‘portal’ for an integrated marketing strategy. He argues that the ful ...

An investment company discusses the performance and future prospects of the major marketing services holding companies: Omnicom, WPP, Interpublic, Publicis, Havas and Grey. The weak economy, changes i ...

Bruce Hall tackles the problem of how agencies can retake their role as strategic partners with their clients, rather than being mere ad shops. He traces the decline in the agency's strategic authori ...

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 ...

An exploratory, qualitative study of leading London and New York advertising agencies suggested that the differing disciplinary perspectives account team professionals bring to the advertising develop ...

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 ...

This paper discusses the historical lack of cultural minorities working in US advertising agencies. It argues that ethnic diversity is still a problem and suggests ways that are being used to improve ...

This article argues that the influence of media agencies should increase and this requires an integration between media research and brand research. The author describes working on what he calls 'ph ...

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 paper reports on the development of Integrated Marketing Communications (IMC) in an emerging market, South Africa. It also deals with the organisation of advertising agencies in an IMC environmen ...

Argues that advertising agencies in Australia are so far failing to meet the challenges posed by new technology (especially the Internet) in its transformation of communications and consumer behaviour ...

Too many businesses and agencies are unwilling to change from a linear, top-down business model that will increasingly produce diminishing returns. Creativity is too often brought in at the bottom end ...

Describes the reasoning behind the launch of `red cell advertising', a new WPP global agency network. It is positioned as being for `challenger' brands, which are looking to change prevailing attitude ...

If advertising agencies are to survive, they must keep abreast of the technological changes and understand how these will affect their business models. Agency attitudes in relation to eight business d ...

Argues that interactive advertising is and should remain a specialist discipline. Profero, the author's company, was the first online interactive agency in the UK: its growth described. Key to this su ...

Describes a new type of international agency (Cave Anholt Jonason, launched by the author and his partners). The key feature is `smart centralisation', an approach and structure that enable a single-o ...

This paper outlines the agency organizations most commonly used, and describes the process of creating an advertisement. Alongside information about typical services such as account management, creati ...