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Article

Anheuser-Busch InBev, the brewing giant, conducted a high-profile review of its media duties around the world to ensure they were truly fit for purpose.

Opinion

The entry deadline for the IPA Effectiveness Awards is in sight. Even if you are behind schedule, don't panic! IPA Effectiveness Editor Carlos Grande summarises how to avoid the most common pitfalls that keep entrants off the Awards shortlist.

News

MIAMI BEACH, FL: Procter & Gamble, the packaged-goods manufacturer, is pushing shops from different holding groups to work together, an initiative forming part of a wider effort to transform its agency relationships.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

Opinion

If words reflect their cultures, then Malcolm White suggests, we need some new words to reflect the reality of the current marketing communications culture.

News

SYDNEY: It’s time for marketers to take back control from procurement and focus on creating value rather than just saving costs, according to the head of the Australian Association of National Advertisers, John Broome.

Article

Consultancies are encroaching on the turf traditionally occupied by agencies but they’re not necessarily going to be pitching for creative work.

News

NEW YORK: The 4A’s (American Association of Advertising Agencies), the industry body, is basing its underlying purpose around empowering its member agencies to deliver truly “insightful creativity” to clients.

Article

The 4A’s (American Association of Advertising Agencies) has a proud 100-year history, but is looking to help its members thrive in the digitally-driven future.

Article

The advertising world is undergoing profound changes, but agencies will still have considerable opportunities in the ecosystem that is emerging.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

News

GLOBAL: Advertisers are having to rethink the way they invest in paid media and take greater responsibility for their investments rather than outsourcing the task to agencies, an industry figure has argued.

News

LONDON: Brands can’t just rely on their agencies – they need to take back control, get their hands on the keyboard, and ensure they are able to manage the brand and not just the project, according to Procter & Gamble’s Chief ...

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Opinion

Many marketers cling to brands, such as Apple and Nike, to prove that they have cultural impact, but it is often new business models, built from collaboration, that really change lives.

Article

This book, by David Meikle, sets out to answer the question of how to get an audience to really notice your advertising and gives marketers a framework for getting the best out of their agencies and managing the expectations of their procurement teams.

Opinion

Today’s advertising environment increasingly sees long-term, equity building mass marketing being replaced by short-term, response-generating micro marketing and, says Mike Teasdale, ageism in ad agencies is contributing to the problem.

Article

People talk about customer experience as if it’s a physical thing like an event or a moment, but work involving three high-profile consumer brands shows it is more about understanding the emotions around that experience.

News

NEW YORK: The relationship between the National Rifle Association (NRA), the lobbying group, and Ackerman McQueen, its long-standing agency, demonstrates the complexities that can result for shops with controversial clients on their roster.

News

ORLANDO, FL: Procter & Gamble, the consumer goods giant, is seeking to "reinvent" its agency partnerships through taking certain responsibilities in-house, driving creativity, and encouraging greater integration between media and creative ...

Article

Agencies with controversial clients can face a significant challenge if these brands get caught up in major social and political debates.

Opinion

An agency's sudden bankruptcy 46 years ago set off a chain of disruption that completely overturned the media protocol.

News

BOCA RATON, FA: Procter & Gamble (P&G) intends to cut its advertising agency and production costs by a further $400m by the end of its fiscal year on June 30, 2021.

Case Study

The Bergen International Festival, a Nordic classical and avant-garde music and theatre festival, combined agility with consistent identity to increase ticket sales.

Opinion

Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here, the IPA Effectiveness Editor Carlos Grande shares seven ways to win them over.