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Opinion

Today’s most effective media pitches are driven by five common desires. David Indo, CEO at ID Comms, reveals what advertisers increasingly demand from their media agency.

News

TOKYO: Japan-headquartered agency ADK has taken another swipe at WPP as the network entertains selling WPP’s 25% stake in the company to private equity firm and consultancy Bain Capital.

News

MUMBAI: Digital disruption and the rapid growth of data usage will fundamentally change the role of agencies, so much so that the way we know them today will not exist five years from now, according to a top advertising executive.

Article

This article describes what it would actually mean for adtech and martech to come together and the hurdles that would have to be overcome.

News

NEW YORK: Agencies will need to enhance their focus on delivering brand experiences as they endeavor to serve future client needs, according to Mukul Deoras, Chief Marketing Officer of Colgate-Palmolive.

Article

Colgate-Palmolive, the consumer goods company, believes that agencies will need to become more integrated in the future if they are to fully serve the changing needs of clients.

News

COLOGNE: Agencies are having to reinvent themselves since the skills they sold as unique become commoditised and consumers no longer respond to commercial messages as they once did.

Article

Agencies are having to rethink how they work if they are to be successful in a world where disruption is the name of the game.

Opinion

Co-founder of Brown & co., Dave Brown, explores how a platform agency might work, through the lens of his own experience.

News

NEW YORK: Agencies should consider directly challenging management consultancies in areas such as technology and strategic services, according to Rishad Tobaccowala, Chief Growth Officer at Publicis Groupe.

News

LONDON: Advertising trade bodies on both sides of the Atlantic are having to consider the possibility of admitting management consultancies as members, as these organisations continue to build their marketing capabilities.

News

LONDON: The onward march of consultancies into the traditional territory of agencies continues with the head of Accenture’s digital marketing arm outlining a focus on the brand experience.

Research Paper

This paper investigates how market research findings are typically shared by research agencies and their clients, and explores new ways of sharing these results for high impact within - and integration into - a client’s business.

Article

In this webinar Ben Millar discusses how advertisers can create better programmatic transparency by outlining what you need to do to put the right level of controls in place over programmatic media.

Article

This article suggests that advertising agencies should focus on attracting small enterprises and personal brands to increase growth.

Opinion

Mike Teasdale looks at what ad agencies can do to get out of the rut in which many of them find themselves as they watch competitors such as management consultancies move into their territory I will declare my hand straightaway.

News

BRUSSELS: Global brands have made major changes, or are planning to make extensive changes, to their media governance practices across a wide range of areas, according to a new study.

News

NEW YORK: The Association of National Advertisers has claimed that non-transparent production practices exist at a number of ad agencies and holding groups, fuelling concerns about a lack of accountability.

Article

This report, from the Association of National Advertisers (ANA), warns of non-transparent production practices at a number of ad agencies and holding companies in the US, and makes recommendations for advertisers on how to tackle the issue.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

News

GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Article

This article explains the reasons for digital consultancies' increasing inroads and how they compare to traditional ad agencies in creative and digital.

News

NEW YORK: As big brands move more media budget to digital and the upper funnel becomes more measurable, performance agencies are reaping the rewards.