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News

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 ...

Opinion

Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.

Opinion

Mike Teasdale warns network ad agencies that they should focus on how to use data to help their clients achieve a consistently connected brand experience or risk being run over by the management consultancy juggernaut.

News

NEW YORK: More US consumers plan to shop online this year, but that won’t necessarily extend to Black Friday or other traditional holiday shopping events, a new survey has revealed.

Case Study

This case study explains how Accenture Interactive, a customer experience brand, helped Avianca, the national Colombian airline, enhance relations with clients by creating a chatbot, Carla.

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.

Article

Agencies are facing major challenges as industry disruption and budget shifts put pressure on old business models, but also have significant opportunities in the digital age.

News

NEW YORK: The 4A's (American Association of Advertising Agencies) plans to discuss whether consultancies, a growing number of which now provide marketing services, should be allowed to join its ranks.

News

LONDON: The onward march of consultancies into the traditional territory of agencies continues with the head of Accenture’s digital marketing arm outlining a focus on the brand experience.

News

LONDON: Originally developed in 2008 by the mysterious figure Satoshi Nakamoto, blockchain has emerged from the recesses of the dark web into a technology that will soon disrupt digital advertising, and provide a way to purge the industry of ...

Article

This article explores the rise of blockchain technology, originally created to underpin digital currencies like Bitcoin and now mooted as a means to rid the digital advertising industry of its ongoing fraud and transparency crises.

News

HONG KONG: Brands and retailers wishing to connect with China’s young consumers must recognise that they belong to a highly tech-savvy generation that, more than older age groups, use social media as a gateway for shopping.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

This article explains the reasons for digital consultancies' increasing inroads and how they compare to traditional ad agencies in creative and digital.

News

NEW YORK: Accenture Interactive has acquired digital optimization company, Clearhead, in a move that promises to supply clients with a platform for continuous test-and-learn, and an opportunity to compete with agile digital native businesses.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

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.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

News

SYDNEY: Global consulting business Accenture has acquired one of Australia's top creative agencies, The Monkeys, in what has been widely viewed as a statement of intent as the battle between ad agencies and consultancies in Australia heats up.

Article

This short report summarises the results for the UK from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

GLOBAL: The percentage of consumers who prefer watching TV shows on television sets has halved in just one year, according to a new global survey, which claims that laptops and desktops have overtaken TVs as the preferred devices for watching TV ...

News

LOS ANGELES: Accenture Interactive, the digital marketing services group, believes the traditional relationship between clients and agencies is "out of date", offering opportunities for consultancies to expand their presence in this space.

Opinion

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

News

BEIJING: Last year 11m cars were recalled in China, just over 120,000 of which were domestic brands, but this apparent discrepancy is not deterring foreign brands from targeting what remains a growing market.

Article

This event report addresses the growing battle for marketing dollars taking place between agencies and consultancies.