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Developing client-agency relationships

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Article

This article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Article

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

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.

Article

This article examines how marketers should respond to the ongoing trend in B2B organisations by which buying is becoming more complex and buying journeys more digital, while marketing silos are coming down.

Article

This article claims that many marketers take an unsophisticated approach to key account management, even though the majority of their business comes from a few big customers, and identifies five steps they can take to improve their efforts.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Research Paper

This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.

Article

This article addresses the current issues facing marketers that use programmatic advertising, based on a study spearheaded by the Association of National Advertisers (ANA) and Association of Canadian Advertisers (ACA).

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: Brands have placed their advertising agencies under ever closer scrutiny this year and it appears agencies are responding to this and other pressures by cutting back on their budgets for next month’s Cannes Lions.

News

PARIS/SAN FRANCISCO: Havas Group has claimed its new Client Trading Solution – a platform that gives advertisers full visibility on programmatic trading – is a "game changer", but others have been more cautious in their reviews.

Article

This event report examines how Target, the retailer, worked with GroupM to create a bespoke media agency called Team Arrow Partners.

News

LONDON: When it comes to setting business-driven KPIs, brands and agencies tend to prefer different measures, according to new research, which suggests the two sides need to align their digital metrics.

Opinion

Recent issues around media transparency, fake ads and brand safety issues have put a strain on client-agency relationships.

Article

This article examines how agencies seem to be in a race to the bottom, to provide services at ever lower price points - without, they promise, compromising on any of the other aspects of quality or speed.

News

LOS ANGELES: Marc Pritchard, one of the most powerful - and influential - voices in global marketing, insists that advertising agencies must reduce complexity, increase transparency and "step up on brand safety" in order to repair the breakdown of ...

Article

This event report outlines how Procter & Gamble, the FMCG giant, is seeking to transform its agency relationships.

Article

The article explains how Motorola, a telecommunications manufacturer, used programmatic to grow brand awareness when launching its new Moto Z phone product in the US.

News

LONDON: With the media landscape becoming ever more complex, brands face difficult choices over whether to go in-house or continue to rely on outside agencies.

Research Paper

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

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

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.

Article

This event report outlines how brands, publishers and agencies are responding to the problem of media rebates - and what steps still need to be taken.

Article

The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.

Opinion

Tom Goodwin, Head of Innovation at Zenith, speaking at a recent NewsCred event, noted that as the media and technological landscape evolves, consumers are no longer actively searching out content; in a "post-digital age", he said, content will increasingly come to consumers.