Working with agencies

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What we know about working with agencies

Article • 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.

How the best marketers get their agencies to deliver the best work

Article • Deb Giampoli and Karen Adams, WARC Best Practice, August 2018

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Transparency 2.0: Where things stand two years after the blockbuster ANA report

Article • Michael J. McDermott, ANA Magazine, July 2018

The controversial issue of transparency between brand marketers and their advertising agencies appears to be at, or very near, a tipping point – but the journey has been slow and torturous.

All revolutions begin with language

Opinion • Tim Williams, July 2018

Agency professionals are largely having the wrong conversation, driven by the wrong language. Tim Williams says they should aim to use the value-oriented language of sellers.

Memo to marketers: How to write a great creative brief

Article • Geoffrey Precourt, Event Reports, ANA Advertising Financial Management Conference, April 2018

Creating briefs is an essential component of the advertising process, but is a task that is fraught with complexity.

Five steps to a great creative brief

Article • Urey Onuoha, ANA Magazine, April 2018

Five universal steps that can help marketers and agencies get the most out of their creative briefs.

Production transparency in the US advertising industry

Article • 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.

Best ways to write a creative brief

News • 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.

How to write a creative agency brief

Article • 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.

Advertisers and agencies disagree on terms of trade

News • 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.

Australia's ad industry grapples with transparency challenges

Article • Brooke Hemphill, WARC Exclusive, February 2017

The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.

How clients should brief an agency

News • 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.

How to brief your agency

Article • 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.

Total-market strategies fall short

News • 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.

The Aftermath: How K2's study of media transparency in US advertising revealed a disconnect between advertisers and their agencies

Article • 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.

Oscar Mayer has a way ... with reverse auctions

Article • 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.

How to manage marketing services

Article • 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.

The Feldwick Factor: Briefing agencies

Article • 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.

How to assess client-agency relationships effectively

Article • 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.

How to write a good media brief

Article • 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.

Mythbuster: The value in footballers

Article • 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.

Viewpoint: Learn to love procurement

Research Paper • 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.

Advertiser/Agency Contracts - Guidelines to help you develop, negotiate, draft, and finalize contractual agreements

Article • 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.

Ogilvy on Recession - How to Get More Effective Advertising

Article • 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.

Contract Termination Agreements - Guidelines and best practices for marketers when dealing with agencies

Article • 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.

The future of strategy 2018

Article • WARC Exclusive, July 2018

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.
Can planning have a future within advertising agencies?

Article • Colin Grimshaw, Admap Magazine, July/August 2018, pp. 10-11

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.
Major advertising trends: Insights from Sir Martin Sorrell

Article • Stephen Whiteside, Event Reports, Techonomy NYC 2018, May 2018

Sir Martin Sorrell, the ex-CEO of holding company WPP Group, believes several fundamental trends are transforming the advertising industry.
Toolkit 2018: The CX battleground

Article • WARC Trends, December 2017

Lying at the intersection of conventional marketing and tech, customer experience will be a priority for many brands in 2018.
How to write a creative agency brief

Article • 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.
The future of strategy 2017

Article • Joseph Clift, WARC Exclusive, July 2017

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.