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.
In-house agencies promise many benefits for brands, including brand knowledge, cost efficiencies and agility, but a new study highlights how management finds it difficult to keep creative teams energized and worries about attracting top-tier ...
Agencies need to develop more sophisticated pricing models to reflect the value they can bring to a brand and to address the threat from the various players crowding into their space, an IPA white paper argues.
As WPP prepares to take the biggest step yet in its restructuring process with the sale of a majority stake in its Kantar market research business, it is also taking a stand on a potential conflict of interest at a major auditor.
Droga5’s acquisition by Accenture Interactive came as a surprise to most observers, but for the creative agency’s founder it was a response to the need to join a company with extensive capabilities in order to keep up in a constantly ...
PR agencies score highly with clients in Asia in terms of trust and value, but that isn’t necessarily reflected in how much money those clients are prepared to spend with them in future, new research shows.
Agencies may benefit from pursuing greater collaboration on various issues of importance to the industry, such as pushing for data transparency, changing remuneration models, and creating more flexible workforces.
Huawei has endured a series of blows in recent days – the most significant being the decision by UK-based chip designer ARM to suspend business with it – but industry observers expect the beleaguered Chinese tech giant to weather the ...
Accenture Interactive, the marketing-focused arm of consulting firm Accenture, believes it stands apart from traditional holding companies in its organizational structure and its focus on acting as a cohesive “experience agency” for ...
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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