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Opinion

With the backdrop of its 100 th anniversary, the 4A's (American Association of Advertising Agencies) has opened its files of history to provide a series of informational nuggets that, in part, articulate the history of not just the venerated trade organization but the industry it represents as well.

Opinion

Far too often agencies are advising their clients to stand up for a clear bold positioning without listening to their own advice, argues Mark Hadfield from iris.

Article

This article tells the story of the growing number of creative agencies that are refusing to offer creative speculation when pitching for new business.

Article

This article offers a seven-step approach that can help agencies create a plan for new business and understand their position in a rapidly changing landscape.

Article

This article aims to help agencies qualify new business opportunities with a set of criteria to identify which opportunities to pitch for.

Article

This article provides marketers with information and guidance for managing relationships with advertising agencies.

Article

The author, a veteran of the global advertising business, and the MasterCard pitch winner with 'Priceless', offers ten tips on how to win business, using examples from his own experiences and those of other agencies.

Article

Kevin Allen's book draws on two decades of working at the top of the advertising industry to offer insights and advice on how to win business pitches.

Article

For marketers, the process of finding the right agency can be complex and time-consuming. Equally, agencies may find it unnerving and have no protection against their pitched ideas being used without compensation.

Article

A report from the 2011 ISBA conference. Presentations are grouped around three broad themes: changing media use/fragmentation, the prospect of increased regulations and standards for online ads, and changes to the client-agency relationship.

Article

New business pitches fell by over 20% in 2009, so agencies need to be competitive. Listen carefully to decipher what the client really wants/needs, and be prepared to distil vast amounts of information into a compelling idea.

Article

Six months into developing a campaign, the last thing an agency wants to hear is that the marketing director now needs to consult all the stakeholders before proceeding.

Article

This article discusses research by the World Federation of Advertisers into the regional and global pitching process, and the best practice guidelines in this area issued by the WFA and EACA.

Article

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

Article

This article discusses the problems advertisers often have in choosing a media agency. Purchasing and procurement departments are frequently given responsibility for managing agency pitches, yet choosing an agency is very different from other forms of procurement, where price of often the key driver.

Article

As the U.S. multicultural market grows in both in size and disposable income, so does the need for help in reaching these consumers and converting them into valuable long-term customers.

Article

This paper covers two main themes: why clients should look for agencies with effectiveness credentials, and what it takes for an agency embrace an 'effectiveness culture'.

Article

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

Article

In this chapter of 'Best Practice' Roderick White looks at the issue of selecting a communications agency.

Article

The HSBC, Samsung and Intel pitches – advertisers seeking to appoint holding companies rather than agencies – have generated a lot of interest in the marketing community.

Case Study

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

Case Study

Dr. Angus's upbeat philosophy of indulgence is refreshing to burger lovers long barraged by diet hype.

Article

Steve McCarron, senior account planner at BDH\TBWA, believes that a fundamental shift is taking place in the way brands are perceived.

Article

Tim Williams, Ignition Consulting Group, believes that advertising agencies need to think harder about how they position themselves – and how they distinguish themselves from their competitors.

Article

David Wethey, founder and chairman of Agency Assessments International (specialists in pitch management and agency relationships) casts an insightful eye over the new business pitch process.