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Key reading

Madison Ave

What we know about managing agencies

This guide summarises key arguments around the topic of taking on, managing and measuring advertising agencies, offering marketers practical advice from experts, with links to other papers on the topic. It offers key reading from the beginning to the end of the process, from finding an agency to evaluating its performance.

How to assess client-agency relationships effectively

Best Practice guidance and tips based on an analysis of over 8,000 client-agency relationships.

Agency remuneration

Best Practice paper on ways to remunerate agencies beyond traditional models of agency compensation.
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Inside the in-house agency trend

Why companies are moving strategy, creative and digital to in-house agencies

Agency management: Who manages who?

Advice and insights for clients on to manage their advertising agencies more effectively.

Latest articles

How brands can set up a commission-based relationships with agencies

This article discusses how the client–agency relationship might develop in the future, focusing in particular on the rise of commission-based models.

Impact with a twist… or the winded path from insight to action: A critical discourse between agency and client on how to make impact happen

This paper argues that research agencies and their clients need to take a new approach to their relationships to improve business outcomes, using the example of a client that went in a different an opposite direction to the research.

Marketing's future lies in consumer engagement

This article makes the argument that marketing’s future lies in consumer engagement and that how consumers engage with brands will determine marketing's future success.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

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