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Case Study

Shell, the oil and gas company, increased sales of its Shell Advance Scooter Oil in Asia by targeting consumers and mechanics separately.

News

NEW YORK: Agencies will need to enhance their focus on delivering brand experiences as they endeavor to serve future client needs, according to Mukul Deoras, Chief Marketing Officer of Colgate-Palmolive.

Article

Colgate-Palmolive, the consumer goods company, believes that agencies will need to become more integrated in the future if they are to fully serve the changing needs of clients.

Article

This article provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

Research Paper

This paper explains how easyJet, the European low-cost airline, maximised insight value by adopting LEAN methods within the brand and its extended team of partner agencies.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Article

This article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Article

This article examines how marketers should respond to the ongoing trend in B2B organisations by which buying is becoming more complex and buying journeys more digital, while marketing silos are coming down.

Article

This article provides a best practice guide for advertisers to ensure their digital advertising is based on the right contracts and sufficient data to guarantee media transparency and brand safety – that is, their ads appear in an appropriate online context that does not damage brand reputation.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Research Paper

This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.

Article

This article addresses the current issues facing marketers that use programmatic advertising, based on a study spearheaded by the Association of National Advertisers (ANA) and Association of Canadian Advertisers (ACA).

Article

This event report outlines how Verizon, the telecoms group, is seeking to enhance its media strategy.

News

LONDON: With the media landscape becoming ever more complex, brands face difficult choices over whether to go in-house or continue to rely on outside agencies.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

News

DANA POINT, CA: Agencies and brands have more work to do in addressing the troubling issue of media rebates, a leading executive from the Association of National Advertisers (ANA) has suggested.

Article

This event report outlines how brands, publishers and agencies are responding to the problem of media rebates - and what steps still need to be taken.

Article

This article tells the story of the growing number of creative agencies that are refusing to offer creative speculation when pitching for new business.

Article

This article outlines three keys to finding the best celebrity endorsement for brands.

Article

This paper explores the aftermath of K2 Intelligence's report, "An Independent Study of Media Transparency", prepared for the ANA, that found a fundamental disconnect between US advertisers and agencies regarding their relationship.

Article

This event report describes the issues of "brain drain" as ad agencies increasingly lose out on talent to tech companies.

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.

News

NEW YORK: Brands should appoint a "chief media officer" to ensure agency spending decisions and relationships are based on accountability and transparency, a report from the Association of National Advertisers (ANA) has suggested.

Article

This event report outlines how Royal Caribbean, the cruise operator, aimed to engage millennial consumers by challenging their preconceptions about going to sea for their vacation.