This article outlines the steps brands should follow to develop a successful in-house agency, taking as an example the BBC's in-house creative agency, which was set up to co-create compelling creative work to maximise the BBC's relationship with its audiences.
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.
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.
In-house agencies are increasingly able to attract leading talent, but those based outside America’s major cities may need to adopt creative solutions, such as leveraging virtual teams, in building out their capabilities.
2019 combines a number of trends and challenges that the industry will need to deal with, Sumit Ramchandani, Chief Client Officer of integrated and digital agency Lion & Lion, picks out 5 elements that he believes will impact and change the industry in Asia this year, and why there is a need for agencies to be agile, integrated and innovative.
One of the significant advertising stories of 2018 was the trend for brands to announce that they planned to move their digital ad buying operation away from their agency in order to operate it in-house, but this path has its difficulties.
A trend towards in-housing is raising concerns among agencies, but there is no one-size-fits-all solution for brands and nor is the traffic all one way, according to a new WARC report which dissects the issue and highlights the potential pitfalls ...
Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.
Ownership over the whole brand experience and the data that stems from it is a big theme in the WARC Marketer’s Toolkit 2019; at its launch in London yesterday, experts gathered to share perspectives and insight on the strategic landscape in ...
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.
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.
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