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Agency models & structures

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Article

Lying at the intersection of conventional marketing and tech, customer experience will be a priority for many brands in 2018.

Article

Marc Pritchard, Chief Brand Officer for Procter & Gamble, reveals his thoughts on the future of digital advertising, the need for new agency models and his priorities for 2018.

Opinion

Mike Teasdale offers up his Christmas wish list for the industry, which includes taking the management consultancy threat more seriously, using the blend of creative and data to generate transformative work, agency leaders doing more for diversity and advertising becoming an interrupter once again.

News

NEW YORK/SHANGHAI: Tencent’s market valuation overtaking that of Facebook lends added weight to a growing trend that has seen Chinese agencies expanding in the US to offer services to brands targeting the world’s second-biggest economy.

News

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 ...

News

TOKYO: Japan-headquartered agency ADK has taken another swipe at WPP as the network entertains selling WPP’s 25% stake in the company to private equity firm and consultancy Bain Capital.

News

MUMBAI: Digital disruption and the rapid growth of data usage will fundamentally change the role of agencies, so much so that the way we know them today will not exist five years from now, according to a top advertising executive.

Article

Colgate-Palmolive, the consumer goods company, believes that agencies will need to become more integrated in the future if they are to fully serve the changing needs of clients.

News

COLOGNE: Agencies are having to reinvent themselves since the skills they sold as unique become commoditised and consumers no longer respond to commercial messages as they once did.

Article

Agencies are having to rethink how they work if they are to be successful in a world where disruption is the name of the game.

Opinion

Co-founder of Brown & co., Dave Brown, explores how a platform agency might work, through the lens of his own experience.

News

LONDON: Advertising trade bodies on both sides of the Atlantic are having to consider the possibility of admitting management consultancies as members, as these organisations continue to build their marketing capabilities.

News

LONDON: The onward march of consultancies into the traditional territory of agencies continues with the head of Accenture’s digital marketing arm outlining a focus on the brand experience.

Article

This article suggests that advertising agencies should focus on attracting small enterprises and personal brands to increase growth.

Opinion

Mike Teasdale looks at what ad agencies can do to get out of the rut in which many of them find themselves as they watch competitors such as management consultancies move into their territory I will declare my hand straightaway.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Article

This article explains the reasons for digital consultancies' increasing inroads and how they compare to traditional ad agencies in creative and digital.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

News

MUMBAI: Digital marketing has come of age in India but the advertising industry has been slow to wake up to this reality, according to leading industry figure.

Article

This article covers how Dentsu Aegis Network re-positioned itself to prioritise digital in India as the country’s online revolution took off including agency acquisitions, digital-first investment and taking on India’s talent shortage.

Article

This article advises that complex business problems cannot be solved one silo at a time and that both agencies and clients need better integration.

Article

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.

News

LONDON: The great majority of both agency CEOs (68%) and brand CMOs (72%) agree that current agency structures, processes and pace of delivery are not evolving at the same pace as a brand’s needs, according to a new survey.

News

NEW YORK: Agencies seeking to foster greater creativity could benefit from focusing on team dynamics rather than looking to compelling individuals, a paper in the Journal of Advertising Research (JAR) has argued.

News

SYDNEY: Global consulting business Accenture has acquired one of Australia's top creative agencies, The Monkeys, in what has been widely viewed as a statement of intent as the battle between ad agencies and consultancies in Australia heats up.