Client-agency relationships

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What we know about working with agencies

Article • WARC Best Practice, December 2018

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

How to work most effectively with multiple marketing partners

Article • Deb Giampoli and Karen Adams, WARC Best Practice, October 2018

Highlights characteristics of the most effective teams, barriers to integration, and “how-to’s” for marketers attempting to “orchestrate” the work of multiple agencies and other partners.

How the best marketers get their agencies to deliver the best work

Article • Deb Giampoli and Karen Adams, WARC Best Practice, August 2018

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

GSK Consumer Healthcare's evolving media strategy

News • 14 May 2019

GSK Consumer Healthcare, the pharma company, is bringing some media duties in-house, but believes that agencies still have an important role, especially if they can adapt to the evolving needs of clients.

Vaynerchuk slams profiteering, bland products of legacy holding companies

Article • Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019

A major shift is required in how agencies, and the brands they serve, approach various aspects of the marketing process.

Why moving media planning in-house made sense for GSK

Article • Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019

GSK Consumer Healthcare, the pharma company, has shifted its media model to reflect changing marketplace realities.

Bayer marketer: Agency “inertia” leads to brands in-housing

Article • Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019

Bayer Consumer Health, the pharma company, is seeking to introduce greater dynamism into its media strategy.

Agencies need to 'grow some teeth'

News • 07 May 2019

Agencies should take a more “proactive” role in fighting their corner at a time of increased disruption in the industry, while also seeking to rebuild trust with clients.

The role of media at Mars

News • 06 May 2019

Mars is seeking to connect its media activity more tightly to creative and ensure this discipline has a much deeper role than simply delivering on an individual campaign.

How P&G is responding to the in-housing trend

Opinion • Stephen Whiteside, May 2019

As the world’s biggest advertiser, Procter & Gamble is often a bellwether for the industry’s future. Its approach to in-housing, outlined here by Stephen Whiteside from WARC, should thus be of interest to brands and agencies alike.

Agencies should move from 'marketing' to 'mattering'

News • 25 April 2019

Agencies need to shift their strategic approach from “marketing” to “mattering”, a transformation based on meaningful relationships, compelling experiences, and other ways of building deep connections to individuals.

GroupM North America chief encourages agencies to fight back and rebuild consumer trust

Article • Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019

Agencies need to make a more collective effort as they seek to rebuild trust and tackle criticisms that are often unfairly leveled at the sector.

Mars media chief: Realignment breeds internal trust, external growth

Article • Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019

Mars, the confectionery and food group, has sought to maximize the impact of its media activity in various ways.

Agencies need to “grow some teeth” to rebuild trust with clients

Article • Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019

Agencies need to regain the trust of clients, but must also push back against the unreasonable demands they often face in order to foster long-term success.

Understanding the next wave of agency innovation

Article • Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019

Agencies need to drive innovation in their own working practices, and on behalf of their clients, to thrive in a rapidly evolving landscape.

Dentsu Aegis chief demands transformation for agency business

Article • Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019

Agencies face the challenge of responding to a fundamental shift in the balance of power between consumers and brands.

Anheuser-Busch InBev puts marketing creativity on tap

Article • Stephen Whiteside, WARC Exclusive, April 2019

Anheuser-Busch InBev, the brewing giant, believes that creativity will play a vital role in driving growth at a time of enhanced disruption.

BCG’s test-yourself tips for in-housing your advertising

Article • Geoffrey Precourt, Event Reports, ANA In-House Agency Conference, March 2019

The Boston Consulting Group, the management consultancy, has outlined several guidelines for marketers that are considering whether to bring agency responsibilities in-house.

ANA: brand trust in agencies continues to erode

News • 20 March 2019

Brand trust in advertising agencies is deteriorating, as concerns over transparency continue to erode the long-term business partnerships.

10 things brands hate about you

Opinion • Luca Senatore, March 2019

When writing his book, The Agency, Genie Goals’ Luca Senatore interviewed brands and discussed what they want from, like and dislike about agencies.

Pivoting to Growth: Selling advertising and marketing in the direct brand economy

Article • IAB, February, 2019

Examines the trends, challenges and opportunities of the Direct Brand Economy, and highlights initial suggestions for media sellers to better serve these marketers and help grow their business, which include:

Report: What clients want from their agencies

News • 19 February 2019

A study of senior client-side marketers in the UK has revealed key insights about how brands’ decision-makers – including companies like Unilever, The Economist, and Diageo – see the agency landscape, their own relationships, and ...

Reward loyalty instead of promiscuity

News • 18 February 2019

A client focus on price and transparency puts agency relationships at risk and undermines the chances of producing long-term results, according to the former CMO of Aviva.

Procurement and the client-agency relationship

Article • Brian Carruthers, Event Reports, The Future of Brands, February 2019

Discusses issues surrounding the changing culture of client-agency relationships over the course of decades, and explores issues arising from a relentless focus on cost.

Five reasons why remuneration is still an issue

Opinion • Stuart Pocock, February 2019

Advertising agencies have been around for decades but advertisers still can't agree on the best way to pay for theirs services.

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
The future of strategy 2018

Article • WARC Exclusive, July 2018

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.
Can planning have a future within advertising agencies?

Article • Colin Grimshaw, Admap Magazine, July/August 2018, pp. 10-11

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.
Transforming planning for the 21st century

Article • Guy Murphy , Admap Magazine, July/August 2018, pp. 12-15

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.
Media Transformation: How to take a new approach to media, fit for the digital age

Article • Tom Denford, WARC Best Practice, March 2018

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.
How to write a creative agency brief

Article • Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37

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.