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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.

Opinion

Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here, the IPA Effectiveness Editor Carlos Grande shares seven ways to win them over.

Opinion

Agencies are increasingly aware that they are fighting for business with much larger organizations, says Mirum CEO, Dan Khabie.

News

MIAMI, FL: USAA, the financial services provider focused on members of the military and their families, has successfully encouraged greater diversity in agency staffing through its partnership with Publicis Groupe.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.
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Opinion

If agencies can reframe what they offer in terms of providing solutions, not services, and recast the skills and talents within their business, then they will move up the value chain,  argues Tim Williams .

Article

USAA, the financial services company focused on members of the military and their families, increased diversity at its agencies through implementing a clear plan of action.

Article

Anselmo Ramos, co-founder of DAVID, gives his tips for clients to improve their agency relationships – and their creative work.

Opinion

Malcolm White argues  that the diminishing respect being afforded the advertising industry by clients has led it to develop a form of 'impostor syndrome'.

Article

Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.

Opinion

BEST OF 2017 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.

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

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.

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

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

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

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.