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Key reading

Madison Ave

What we know about managing agencies

This guide summarises key arguments around the topic of taking on, managing and measuring advertising agencies, offering marketers practical advice from experts, with links to other papers on the topic. It offers key reading from the beginning to the end of the process, from finding an agency to evaluating its performance.

How to assess client-agency relationships effectively

Best Practice guidance and tips based on an analysis of over 8,000 client-agency relationships.

Agency remuneration

Best Practice paper on ways to remunerate agencies beyond traditional models of agency compensation.
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Inside the in-house agency trend

Why companies are moving strategy, creative and digital to in-house agencies

Agency management: Who manages who?

Advice and insights for clients on to manage their advertising agencies more effectively.


Latest articles

Flying Fearless: How Mondelez’s new client-agency model is driving increased creativity

This article discusses how Mondelez is using a new client-agency approach - Fly Fearless - to drive greater creativity in its marketing.

Back to the future: Looking back at a time when some ad men weren't sad men

This article opens up the theme of this new Back to the Future column, looking at how the past is relevant to today.

Codes of ethics' use by marketing research practitioners and effects on ethical behaviour: An empirical study

In academic and practitioner literature, codes of ethics are generally understood to act as a mechanism guiding and ensuring ethical behaviour.

Partnership, marriage, hook-up or one night stand? Client and agency relationships in the digital age

This article describes how client and agency relationships have been transformed over recent decades and predicts how they will continue to change in the future.

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Monique Dolbin
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Asia Pacific

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