Agencies need to develop more sophisticated pricing models to reflect the value they can bring to a brand and to address the threat from the various players crowding into their space, an IPA white paper argues.
If agencies can reframe what they offer in terms of providing solutions, not services, and recast the skills and talents within their business, then they will move up the value chain, argues Tim Williams .
This report, from the Association of National Advertisers (ANA), warns of non-transparent production practices at a number of ad agencies and holding companies in the US, and makes recommendations for advertisers on how to tackle the issue.
NEW YORK: The Association of National Advertisers has claimed that non-transparent production practices exist at a number of ad agencies and holding groups, fuelling concerns about a lack of accountability.
TOKYO: Stanislav Vecera, President of Procter and Gamble in Japan, has urged agencies to stand behind the company's principles on media transparency and "not try to tell us that your company has a better way", five months on from Chief Brand ...
Anna Hamill, Event Reports, Advertising Week Asia, May/June 2017
This article outlines how Procter & Gamble Japan is urging agency partners to take leadership on media transparency several months after Chief Brand Officer Marc Pritchard revealed the company’s new measurement standards.
GLOBAL: What constitutes fair terms of trade continues to be a bone of contention for media agencies and advertisers with both sides likely to regard current terms as being less than mutually beneficial.
SAN DIEGO: Advertisers in the US are looking to simplify their agency compensation practices, according to a new report which finds a shift away from the use of fees and incentives, in part because of transparency issues.
LOS ANGELES: Marc Pritchard, one of the most powerful - and influential - voices in global marketing, insists that advertising agencies must reduce complexity, increase transparency and "step up on brand safety" in order to repair the breakdown of ...
LONDON: The adtech industry, already under fire over brand safety, faces a battle on a new front as the Guardian has begun legal proceedings against Rubicon Project "for the recovery of non-disclosed buyer fees in relation of Guardian inventory".
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
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