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.
Michael J. McDermott, ANA Magazine, August 2016, pp. 4-9
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.
Merry Baskin, WARC Best Practice, June 2010, pp. 36-37
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.
Roderick White, January 2006, Issue 468, pp. 14-15
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.
John Stephens, ANA Magazine, October 2004, pp. 38-42
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.
Roberto Roseano, October 2003, Issue 443, pp. 30-33
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.