Subject Index
 

Mark Cross, PHD Compass, calls for a re-evaluation of the ways media agencies are remunerated. Commission based payment is still common, despite its abandonment in favour of fees by creative service a ...

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 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 ...

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 ...

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 ...