Talent, culture and cross-media campaigns: the future of agencies

Everyone has their own perspective on the challenges facing the advertising industry.

The times are changing and disruption is everywhere, affecting everyone from small agencies to major networks. Addressing this change and finding new ways to succeed is essential – which is why the Institute of Practitioners in Advertising (IPA) invited several people with different industry perspectives, from independent agencies to the larger networks and consultancies, to share their views at its annual Business Growth Conference (London, July 2018).

The network outlook: keeping talent

Representing larger agency networks, Tim Castree, Global CEO at Wavemaker, emphasised the intrinsic mortality of large businesses. In the words of Amazon founder Jeff Bezos: “One day, a...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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