Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.
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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.
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Sam Hawkey, WARC Exclusive, September 2020
The COVID-19 pandemic has poured light on pre-existing cracks in client-agency relationships, and relationships new to evolve for a new era of marketing volatility.
The word ‘partnership’ is often used about client-agency relationships, but agencies are often first to be cut when marketing budgets come under pressure; both parties need to be flexible, says executives from Coca-Cola and IAG.
WARC’s Future of Strategy report shows how the vast majority of strategists are witnessing clients decrease spend, with delays or cancellations of work rife – which is changing life for strategists too.
Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
Wunderman Thompson India’s Ajinkya Pawar writes about the advertising industry’s growing fragility, as agencies have failed to keep up with the new dimensions through which people now encounter brands.
Brand marketers are missing a big chance to build more effective relationships with partner agencies, according to new research from the World Federation of Advertisers (WFA).
New research suggests that the savings made by cutting on agency fees are not worth the long-term strain on the relationship – Aprais’ Kim Walker has more on why financially sensitive clients see better results.
Outfit's Tim Brown argues that while COVID-19 disruption has hit agencies badly, it is also a much-needed wakeup to transform both business and work, to survive and move forward into a very changed future.
3M, the owner of brands like Post-it notes, Scotch tape and Scotch-Brite cleaning products, has found success with a hybrid agency/in-house model that may be useful for other clients taking ownership of certain media duties.
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Deb Giampoli, WARC Best Practice, May 2020
Looks at the importance of agency/client relationships, which takes on special emphasis, and requires more diligence, at a time when the COVID-19 pandemic makes face-to-face meetings impossible.
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Geoffrey Precourt, WARC Exclusive, May 2020
3M, the manufacturer of brands like Post-it notes and Scotch tape, has adopted a hybrid in-house/agency model to drive maximum effectiveness from its media spend.
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Lucinda Peniston-Baines and Rob Foster, WARC Webinars, April 2020
As part of the WARC Guide to Structuring for effectiveness, Lucinda Peniston-Baines and Rob Foster of Observatory International share some top tips on how brands can best work with their agency partners to deliver work that connects with consumers.
China and Southeast Asian markets are major opportunities for growth, but the speed of change is a challenge to marketers whose current ways of working may not be optimized for the complex future that is unfolding; R3’s Greg Paull offers some ...
How do marketing organisations identify what truly matters in an age of complexity? Rob Foster, Senior Consultant at The Observatory International, outlines the three pillars that keep everyone focused.
Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.
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.
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