LONDON: It is almost exactly a year since Marc Pritchard, Procter & Gamble’s Chief Brand Officer, delivered his landmark speech demanding greater transparency in the digital supply chain, and it appears ongoing concern is prompting brands ...
LONDON: Accenture’s acquisition of Karmarama in November last year sparked a flurry of debate about the role of consultancies in the marketing sector, but the chairman of the creative agency has “definitely no regrets” about the ...
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.
Kevin Allen, Admap, November 2012, pp. 38-39
The author, a veteran of the global advertising business, and the MasterCard pitch winner with 'Priceless', offers ten tips on how to win business, using examples from his own experiences and those of other agencies.
Chuck Kapelke, ANA Magazine, June 2012, pp. 5-6
For marketers, the process of finding the right agency can be complex and time-consuming. Equally, agencies may find it unnerving and have no protection against their pitched ideas being used without compensation.
Joseph Clift, Event Reports, ISBA Annual, March 2011
A report from the 2011 ISBA conference. Presentations are grouped around three broad themes: changing media use/fragmentation, the prospect of increased regulations and standards for online ads, and changes to the client-agency relationship.
Merry Baskin, WARC Best Practice, March 2010, pp. 38-39
New business pitches fell by over 20% in 2009, so agencies need to be competitive. Listen carefully to decipher what the client really wants/needs, and be prepared to distil vast amounts of information into a compelling idea.
Stephen White and Charles Dawson, Admap, October 2008, Issue 498, pp. 54-56
This article discusses the problems advertisers often have in choosing a media agency. Purchasing and procurement departments are frequently given responsibility for managing agency pitches, yet choosing an agency is very different from other forms of procurement, where price of often the key driver.
Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
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.
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.
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.