SYDNEY: It’s time for marketers to take back control from procurement and focus on creating value rather than just saving costs, according to the head of the Australian Association of National Advertisers, John Broome.
John Stapleton, WARC Exclusive, March 2018, pp. 47-47
This book, by David Meikle, sets out to answer the question of how to get an audience to really notice your advertising and gives marketers a framework for getting the best out of their agencies and managing the expectations of their procurement teams.
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.
Michael J. McDermott, ANA Magazine, August 2016, pp. 4-9
This paper explores the aftermath of K2 Intelligence's report, "An Independent Study of Media Transparency", prepared for the ANA, that found a fundamental disconnect between US advertisers and agencies regarding their relationship.
Laurence Boschetto, ANA Magazine, February 2006, pp. 26-27
Procurement departments are playing an increasingly important role in the selection of advertising agencies, as well as in influencing media planning and buying - meaning that agencies now have to display both their creative and financial prowess.
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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