News
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22 October 2019
Over the course of a year, Shell, the multinational oil and gas company, undertook a project to rethink its creative and media relationships at both a global and local level.
Article
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Sam Peña-Taylor, Event Reports, Festival of marketing, October 2019
Shell, the oil and gas company, rethought and reviewed its creative and media agency roster to set itself up for the future – and found far deeper value in collaborating closely and at a high level with agency partners.
News
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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 ...
News
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04 June 2018
HOLLYWOOD, FL: 360i, the agency, believes that “no-pitch” ways of trying out potential client–agency relationships could help establish more effective partnerships.
Article
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Geoffrey Precourt, Event Reports, ANA Media conference, March 2018
Anheuser-Busch InBev, the brewing giant, conducted a high-profile review of its media duties around the world to ensure they were truly fit for purpose.
Opinion
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Malcolm White, April 2018
If words reflect their cultures, then Malcolm White suggests, we need some new words to reflect the reality of the current marketing communications culture.
News
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29 January 2018
LONDON: It is almost exactly a year since Marc Pritchard, Procter & Gamble’s Chief Brand Officer, delivered his landmark speech demanding greater transparency in the digital supply chain, and it appears ongoing concern is prompting brands ...
News
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14 November 2017
LONDON: Accenture’s acquisition of Karmarama in November last year sparked a flurry of debate about the role of consultancies in the marketing sector, but the chairman of the creative agency has “definitely no regrets” about the ...
Opinion
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4A's, March 2017
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.
Opinion
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Mark Hadfield, January 2017
Far too often agencies are advising their clients to stand up for a clear bold positioning without listening to their own advice, argues Mark Hadfield from iris.
Article
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Urey Onuoha, ANA Magazine, December 2016, pp. 14-16
This article tells the story of the growing number of creative agencies that are refusing to offer creative speculation when pitching for new business.
Article
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Jody Sutter, WARC Exclusive, New Business Guide, October 2016
This article offers a seven-step approach that can help agencies create a plan for new business and understand their position in a rapidly changing landscape.
Article
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WARC Exclusive, New Business Guide, October 2016
This article aims to help agencies qualify new business opportunities with a set of criteria to identify which opportunities to pitch for.
Article
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WARC Exclusive, February 2015
This article provides marketers with information and guidance for managing relationships with advertising agencies.
Article
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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.
Article
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Brian Carruthers, WARC Exclusive, July 2012
Kevin Allen's book draws on two decades of working at the top of the advertising industry to offer insights and advice on how to win business pitches.
Article
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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.
Article
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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.
Article
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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.
Article
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Jon Steel, Admap, January 2010, pp. 9-9
Six months into developing a campaign, the last thing an agency wants to hear is that the marketing director now needs to consult all the stakeholders before proceeding.
Article
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Stephen Whiteside, WARC Exclusive, May 2009
This article discusses research by the World Federation of Advertisers into the regional and global pitching process, and the best practice guidelines in this area issued by the WFA and EACA.
Article
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Tim Broadbent, Kent Wertime, Christopher Graves, Jeff Froud, Jerry Smith, Soames Hines and David Young, WPP Atticus Awards, Winner, 2008
We face one of the most challenging business environments for years. Recessions caused by liquidity problems are particularly severe.
Article
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Stephen White and Charles Dawson, Admap, October 2008, Issue 498, pp. 54-56
This article discusses the problems advertisers often have in choosing a media agency. Purchasing and procurement departments are frequently given responsibility for managing agency pitches, yet choosing an agency is very different from other forms of procurement, where price of often the key driver.
Article
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Lynn Russo Whylly, ANA Magazine, June 2008, pp. 55-56
As the U.S. multicultural market grows in both in size and disposable income, so does the need for help in reaching these consumers and converting them into valuable long-term customers.
Article
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Suki Thompson, Institute of Practitioners in Advertising, 2008
This paper covers two main themes: why clients should look for agencies with effectiveness credentials, and what it takes for an agency embrace an 'effectiveness culture'.
