Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

From
To

Search within

Industry Sector

Brand

Country

Source

Index


30 results found
Sort by

News

GLOBAL: What constitutes fair terms of trade continues to be a bone of contention for media agencies and advertisers with both sides likely to regard current terms as being less than mutually beneficial.

Article

The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.

News

GLOBAL: Clients need to commit time, effort and forethought to defining the parameters of what they want their agencies to achieve, an industry figure has argued in a Warc Best Practice paper.

Article

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

News

LOS ANGELES: Total-market communications are too often being used as a means of cutting costs rather than as a strategy for truly engaging multicultural audiences, a leading executive from Kimberly-Clark has warned.

Article

This paper explores the aftermath of K2 Intelligence's report, "An Independent Study of Media Transparency", prepared for the ANA, that found a fundamental disconnect between US advertisers and agencies regarding their relationship.

Article

This event report outlines how The Kraft Heinz Company is using reverse auctions to procure various marketing services.

Article

This article argues that marketing services have expanded to the point that most campaigns cover a number of media; the question remains of how to manage this new landscape of services and media.

Article

Paul Feldwick is posed the question: 'I've been asked to put together a tool kit to help our marketing team brief an agency, assess a creative agency brief and assess concepts.

Article

Analysis of over 8,000 client-agency relationships has shown that agency performance is highly dependent on client performance.

Article

This Warc Best Practice paper is an extract from Hamish Pringle and Jim Marshall's 2011 book Spending Advertising Money in the Digital Age: How to Navigate the Media Flow.

Article

Clients and agency people can talk about 'accountability' and 'effectiveness', while all the time behaving in ways to make accountability difficult and effectiveness less likely.

Article

Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative team, is the pivotal stage when the agency starts to add value.

Research Paper

In her editorial, Louise Cretton argues in favour of procurement in the area of market research, which at present is in its infancy.

Article

Kathleen Hunter, ANA vp, discusses industry standards on agency-client contractual agreements in this 2009 article.

Article

We face one of the most challenging business environments for years. Recessions caused by liquidity problems are particularly severe.

Article

This article provides some best practice guidelines for how marketers should handle contract termination agreements when seeking to change their agency.

Article

This article provides a brief report on a survey by the ANA of the longevity of advertising agency accounts.

Article

Discusses the forthcoming negotiations between the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (AFTRA).

Article

After years of trend presentations about how companies must change, it appears that transformation has finally arrived.

Article

In this chapter of 'best practice' Roderick White looks at the best way to brief your communication planners so that they have room to interpret your requirements imaginatively, save money and achieve best value.

Case Study

In 2000, Cuisine was the market leader with a high subscription base and no serious competition to speak of.

Article

Procurement and sourcing organisations are becoming increasingly important for large corporations, and have moved beyond direct materials purchasing to non-traditional areas such as professional services, product development and marketing services.

Article

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

Article

Roberto Roseano maintains that one of the keys to successful advertising in a cluttered communications environment (like radio in Italy) is to calibrate its media pressure according to the campaign objectives.