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.
John Kearon and Tom Malleschitz, ESOMAR, Congress, Dublin, September 2015
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.
Kristin Hickey, ESOMAR, Congress, Istanbul, September 2013
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.
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.
Kevin Allen, Admap, November 2012, pp. 38-39
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.
Chuck Kapelke, ANA Magazine, June 2012, pp. 5-6
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.
Lee Ryan, ESOMAR, Asia Pacific, Shanghai, April 2012
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.
Joseph Clift, Event Reports, ISBA Annual, March 2011
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.
Merry Baskin, WARC Best Practice, March 2010, pp. 38-39
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.