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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.

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.

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.

Article

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

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

News

MUMBAI: Digital marketing has come of age in India but the advertising industry has been slow to wake up to this reality, according to leading industry figure.

Article

This article advises that complex business problems cannot be solved one silo at a time and that both agencies and clients need better integration.

Article

This article covers how Dentsu Aegis Network re-positioned itself to prioritise digital in India as the country’s online revolution took off including agency acquisitions, digital-first investment and taking on India’s talent shortage.

News

LONDON: The great majority of both agency CEOs (68%) and brand CMOs (72%) agree that current agency structures, processes and pace of delivery are not evolving at the same pace as a brand’s needs, according to a new survey.

News

NEW YORK: Agencies seeking to foster greater creativity could benefit from focusing on team dynamics rather than looking to compelling individuals, a paper in the Journal of Advertising Research (JAR) has argued.

News

SYDNEY: Global consulting business Accenture has acquired one of Australia's top creative agencies, The Monkeys, in what has been widely viewed as a statement of intent as the battle between ad agencies and consultancies in Australia heats up.

Article

This event report addresses the growing battle for marketing dollars taking place between agencies and consultancies.

News

LONDON: A growing need for agility and ongoing concerns about data confidentiality and transparency are motivating a significant proportion of UK advertisers to find in-house and on-site solutions for their marketing strategies, a new study has ...

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

News

LONDON: Accenture, the global professional services firm, is working on helping its clients set up their own in-house, digital media-buying capabilities in a move that will be seen as a threat to media agencies.

News

LONDON: An estimated 25,234 individuals were employed in member agencies of the Institute of Practitioners in Advertising (IPA) in 2016, up 6.6% year-on-year from 23,662 from 2015, the trade body has reported.

News

LONDON: Some 12% of agency staff in 2016 came from a black, Asian or minority ethnic (BAME) background, according to the Institute of Practitioners in Advertising (IPA), which called on agencies to do more to improve their ethnic diversity targets.

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 considers a future in which the advertising industry adopts the disruptive innovation of crowdsourcing to generate not just different ideas, but different kinds of ideas - a task for which you need different kinds of people.

Article

Point of view: next-gen business consultancy This article looks at how marketing agencies are beginning to replicate traditional consultancy-like models in order to better coordinate clients' marketing activities and business performance.

Article

This article posits that agencies must update working methods to use a more task-based approach so as not to become irrelevant.

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

This event report outlines how Ogilvy & Mather, the agency network owned by WPP Group, is adapting to the changing demands of the marketing ecosystem.