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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 argues that, far from being economically inefficient, being loyal to your agency can boost the balance sheet.

Article

This article provides marketers with information and guidance for managing relationships with advertising agencies.

News

LONDON: Most chief executives think advertising and media agencies are too focused on creativity and not enough on business results, a new survey has found.

Article

The issue of paying agencies and agency remuneration has always been beset by difficulties. In this Best Practice article, Merry Baskin looks at the different ways to remunerate agencies beyond traditional and historic models of agency compensation.

Article

This Warc Best Practice paper is an extract from Hamish Pringle and Jim Marshall's 2011 book Spending Advertising Money in the Digital Age: How to Navigate the Media Flow.

News

BRUSSELS: Many major advertisers are adapting their strategies when it comes to appointing, paying and monitoring media agencies, according to a study.

Article

What is creative effectiveness, and can effectiveness awards really tell the whole story? After serving on the first Cannes Effectiveness Awards jury, John Woodward predicts that it will become one of the most prized Lions of all, alongside the Titanium.

Article

This report from the Brand Finance Forum 2010 covers a series of presentations on how to measure the contribution of marketing activity to business performance.

Article

This briefing offers an overview of the history, theories and key trends related to Agency Remuneration.

Article

This briefing offers an overview of the history, theories and key trends related to Channel Planning.

News

LONDON: Media owners in the UK must embrace wide-ranging reforms to guarantee their long-term future, a report has suggested.

Article

IPA commissioned research conducted by Nielsen into FMCG brands proves that advertising share of voice (SOV) drives share of market.

Article

The article discusses agency remuneration. Following the demise of the commission system and the separation of media buying, creative agencies have to negotiate fees with each client, and are mostly unhappy with how this is done.

Article

The article describes the founding of account planning 40 years ago, independently by Stephen King (JWT) and Stanley Pollitt (PWP, later BMP).

Article

Agency remuneration in Japan is significantly different from that practised in Western markets. This paper summarises a report from the Advertising Research Consortium that shows just how wide the gulf is in terms of agency payment and remuneration methods, practices and advertiser attitudes.

Article

We face one of the most challenging business environments for years. Recessions caused by liquidity problems are particularly severe.

Article

The IPA Effectiveness Awards are well known for being the world’s most rigorous effectiveness awards scheme, which has enabled the IPA to build up a huge database of information on the factors that make marketing work.

Article

This chapter tackles the calculation of payback, which the authors argue is the ultimate measure of effectiveness.

Case Study

This Bronze Award-winning campaign for Pilkington Pro-Activ self-cleaning glass aimed at enthusing employees and promoting the product to the trade and the ultimate consumers, homeowners.

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 paper suggests ten ways in which advertising agencies can make a profit in today's unpromising environment of fees and payment by results.

News

A majority of British advertisers - fifty-six per cent - now remunerate their creative advertising agencies relative to the results achieved.

Article

Andrew Green, ZenithOptimedia, reported for WARC direct from ESOMAR's WM3 Multi-Media Measurement Conference, Shanghai, 4-7 June 2006.

News

Speaking at Interpublic Group's day-long charm offensive on Monday, Steve Blamer, ceo of IPG's Foote Cone & Belding network, serenaded investors and analysts with a song he knew they knew to be music to the ears of major advertisers.