Article
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Research on WARC, ANA, August 2017
This report, from the Association of National Advertisers (ANA), warns of non-transparent production practices at a number of ad agencies and holding companies in the US, and makes recommendations for advertisers on how to tackle the issue.
News
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03 August 2017
GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.
Article
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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.
Article
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WARC Best Practice, July 2017
This article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.
News
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14 June 2017
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.
Article
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Brooke Hemphill, WARC Exclusive, February 2017
The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.
News
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27 January 2017
GLOBAL: Clients need to commit time, effort and forethought to defining the parameters of what they want their agencies to achieve, an industry figure has argued in a Warc Best Practice paper.
Article
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Merry Baskin, WARC Best Practice, January 2017
Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.
News
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06 December 2016
LOS ANGELES: Total-market communications are too often being used as a means of cutting costs rather than as a strategy for truly engaging multicultural audiences, a leading executive from Kimberly-Clark has warned.
Article
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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.
Article
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Mary Connors, Event Reports, Insights Marketing Day, September 2016
This event report outlines how The Kraft Heinz Company is using reverse auctions to procure various marketing services.
Article
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Julian Saunders and Sharon Whale, Market Leader, Quarter 4, 2016, pp. 34-37
This article argues that marketing services have expanded to the point that most campaigns cover a number of media; the question remains of how to manage this new landscape of services and media.
Article
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Paul Feldwick, Admap, May 2012, pp. 54-54
Paul Feldwick is posed the question: 'I've been asked to put together a tool kit to help our marketing team brief an agency, assess a creative agency brief and assess concepts.
Article
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Jeremy Caplin, WARC Best Practice, February 2012
Analysis of over 8,000 client-agency relationships has shown that agency performance is highly dependent on client performance.
Article
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Hamish Pringle and Jim Marshall, WARC Best Practice, November 2011
This Warc Best Practice paper is an extract from Hamish Pringle and Jim Marshall's 2011 book Spending Advertising Money in the Digital Age: How to Navigate the Media Flow.
Article
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Les Binet and Sarah Carter, Admap, September 2011, pp. 9-9
Clients and agency people can talk about 'accountability' and 'effectiveness', while all the time behaving in ways to make accountability difficult and effectiveness less likely.
Research Paper
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Louise Cretton, International Journal of Market Research, Vol. 52, No. 1, 2010, pp. 9-10
In her editorial, Louise Cretton argues in favour of procurement in the area of market research, which at present is in its infancy.
Article
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Kathleen Hunter, ANA Magazine, April 2009, pp. 15-15
Kathleen Hunter, ANA vp, discusses industry standards on agency-client contractual agreements in this 2009 article.
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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Kathleen Hunter, ANA Magazine, December 2008, pp. 11-11
This article provides some best practice guidelines for how marketers should handle contract termination agreements when seeking to change their agency.
Article
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Kathleen Hunter, ANA Magazine, December 2006, pp. 17-17
This article provides a brief report on a survey by the ANA of the longevity of advertising agency accounts.
Article
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Douglas J. Wood, ANA Magazine, April 2006
Discusses the forthcoming negotiations between the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (AFTRA).
Article
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Julian Saunders, Market Leader, Issue 33, Summer 2006, pp. 31-39
After years of trend presentations about how companies must change, it appears that transformation has finally arrived.
Article
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Roderick White, Admap, January 2006, Issue 468, pp. 14-15
In this chapter of 'best practice' Roderick White looks at the best way to brief your communication planners so that they have room to interpret your requirements imaginatively, save money and achieve best value.
Case Study
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The Communication Agencies Association of New Zealand, Gold, Advertising Effectiveness Awards 2005
In 2000, Cuisine was the market leader with a high subscription base and no serious competition to speak of.
