Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

104 results found
Sort by

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 ...

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Opinion

With the backdrop of its 100 th anniversary, the 4A's (American Association of Advertising Agencies) has opened its files of history to provide a series of informational nuggets that, in part, articulate the history of not just the venerated trade organization but the industry it represents as well.

Opinion

Far too often agencies are advising their clients to stand up for a clear bold positioning without listening to their own advice, argues Mark Hadfield from iris.

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 offers a seven-step approach that can help agencies create a plan for new business and understand their position in a rapidly changing landscape.

Article

This article aims to help agencies qualify new business opportunities with a set of criteria to identify which opportunities to pitch for.

Case Study

This case study details how the 2015 campaign 'You Are What You Read' has significantly increased readership of The Irish Times and marginally increased sales in a declining market.

Research Paper

This article describes how 3, the UK mobile operator, shifted its advertising strategy from a rational, persuasion-based model to a seductive, emotional approach based on behavioural science, which grew its brand considerably.

Article

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

Research Paper

This paper highlights six common myths in research and sets out related best practices for generating new consumer insights, using work with Telefonica, the telecoms company, as an example.

Research Paper

This paper examines how qualitative and quantitative research are being supplemented by new types of research such as behavioural economics and Big Data, and the impact this is having on the research industry.

Research Paper

Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns.

News

LONDON: The role of client procurement in the pitch process has emerged as an area of concern for ad agencies in the latest survey by their industry trade body, but the involvement of intermediaries is viewed more positively.

Article

This article examines client-agency relationships and provides advice and insights for clients to manage their agencies effectively.

Article

The author, a veteran of the global advertising business, and the MasterCard pitch winner with 'Priceless', offers ten tips on how to win business, using examples from his own experiences and those of other agencies.

Article

Kevin Allen's book draws on two decades of working at the top of the advertising industry to offer insights and advice on how to win business pitches.

Article

For marketers, the process of finding the right agency can be complex and time-consuming. Equally, agencies may find it unnerving and have no protection against their pitched ideas being used without compensation.

Research Paper

With businesses increasingly using design thinking for innovation, this paper explores the benefits of improv (short scenes usually constructed from a predetermined game, structure, or idea) and how it can be applied in different research spheres from workshop design to storytelling.

Article

When marketers who are experienced in the fmcg sector change to the world of B2B, many find it unnervingly different and difficult.

Case Study

The Commonwealth Bank set itself an ambitious goal of growing its Australian financial planning business by 10% in a struggling market faced with unfavourable changes in regulation.

Research Paper

This study describes the perceptions of Japanese advertising professionals regarding the evolution of advertising planning and execution over a three-decade period.

Article

A report from the 2011 ISBA conference. Presentations are grouped around three broad themes: changing media use/fragmentation, the prospect of increased regulations and standards for online ads, and changes to the client-agency relationship.

Article

New business pitches fell by over 20% in 2009, so agencies need to be competitive. Listen carefully to decipher what the client really wants/needs, and be prepared to distil vast amounts of information into a compelling idea.

Article

Six months into developing a campaign, the last thing an agency wants to hear is that the marketing director now needs to consult all the stakeholders before proceeding.