Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


26 results found
Sort by

Article

This article examines trends in agency evaluations with the aim of improving ROI on marketing investment through better management, higher-quality work and a faster output.

Article

This article looks at the importance of collecting data efficiently, using visualization and data mining, and understanding statistical foundations used to make better decisions.

News

LONDON: When it comes to innovation by their agencies, advertisers put strategic ideas and insights ahead of all other considerations, new research has shown.

Article

This presentation looks at agency-client relationships, outlining the factors that a good client should be chosen against: briefing, approval, timing and behaviour.

Article

Analysis of over 8,000 client-agency relationships has shown that agency performance is highly dependent on client performance.

Article

This brief article outlines the best way to approach and progress the scope of work process - an increasingly important part of managing marketing spend within the broader framework for planning and communication between client and agency.

Article

Agency compensation is the subject of this 2009 ANA article. P&G and Coca-Cola are seen as pioneers in embracing value-based compensation (VBC) models - which effectively break the link between the amount of time an agency works on a project and the amount it gets paid for the project.

Article

Agency/client relationships are the focus of this 2009 feature from the ANA, based on a survey of clients conducted by the organisation earlier in the year.

Article

In this article, Geoffrey Precourt, Warc’s U.S. Editor, reports from an Association of National Advertisers’ Agency/Client Forum at New York Advertising Week 2009.

Article

Agencies' performance management programmes are discussed in this 2009 ANA Advertiser article. Clients' - as well as agencies' - performance should help to inform this process.

Article

In this 2009 article, specialist software which allow clients to measure the performance of an advertising agency over time is discussed.

Article

This paper includes an historical look of how agencies have been remunerated for their work, including a brief examination of the main approaches currently in use (commission, fees, incentives and hybrid schemes).

Article

This article reproduces an excerpt from Inside Advertiser and Agency Relationships: A Hands-On Guide for Practitioners, an in-depth secondary analysis of a substantial ANA survey among advertisers into relationships with agencies.

News

The minefield of agency evaluation by potential clients received a long overdue sweeping on Monday with the publication of a joint-industry guide on best practice.

Article

Media neutrality is central to an integrated communications approach. But most clients increasingly use a number of specialist agencies to develop and implement their communications - this, it is argued, can militate against 'neutral' advice if conventional fee/commission remuneration is used.

Research Paper

It is clear from the literature that clients the world over expect much the same services of their advertising agency, regardless of industry type or company size - thus it is very difficult for agencies to segment their markets in a meaningful way.

Research Paper

This paper describes research conducted by the author that lead to the publication of the UK joint national industry association guidelines on the use of payment by results (PBR) in advertising agency remuneration agreements.

Article

Jonathan Lace draws on his book 'Paying for Advertising in Europe' in this wide-ranging discussion on global agreements with emphasis being placed on methods of remuneration and payment by results.

News

Nestle, the world’s largest food manufacturer, is in the throes of an agency evaluation that could see a redistribution of its advertising assignments across the world.

Article

This is the story of how a major high-tec advertiser restructured a fragmented agency relationship and, with continued stewardship by Global Procurement, has managed the evolution to a true working relationship.

Case Study

Post-1997 campaign for Pampers disposable nappies in South Africa. Brand launched in 1995, and disposable nappies became the fastest growing grocery category.

Research Paper

Advertising agency remuneration has changed dramatically in the past decade as existing methods fell short in the provision of more certain equitability and incentive in the new age of cost cutting and accountability.

Research Paper

This comparative paper supplements two previous ones, all focusing on comparisons of the manner in which corporate practitioners in the US, Japan and Chile manage marketing communications.

Research Paper

This paper examines what attributes are valued by 102 advertising agency account directors in New Zealand as important in winning new clients, particularly whether there is any variation in perceived attribute importance ratings among account directors of different types of agencies, based on (a) type of account handled; (b) size of billings; (c) nature of agency service; and (d) success rate in winning new clients.

Research Paper

In this comparative study, advertisers of consumer goods and services in Chile, Japan and the United States were questioned about advertising agency performance and the sourcing of marketing communication services.