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Agency models & structures

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

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.

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.

Article

In this article, Paul Feldwick, former planner at BMP/DDB, discusses what the legacy of the 'planning revolution' is today and what aspect of it, if any, has value for the future.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.

Article

This event report shows how Betabrand, the startup apparel manufacturer, has built its brand through an unconventional approach to product development and marketing.

Article

This event report outlines the challenges facing many agencies when it comes to adapting to the new era of marketing, as outlined by Brad Jakeman, President/Global Beverage Group at PepsiCo.

Article

This article argues that the current structuring of agencies is not conducive to content-creation, and recommends a greater fluidity in order to become more responsive.

Article

This event report addresses some of the major challenges facing ad agencies, and explores various possible solutions that could help drive growth.