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.
2019 combines a number of trends and challenges that the industry will need to deal with, Sumit Ramchandani, Chief Client Officer of integrated and digital agency Lion & Lion, picks out 5 elements that he believes will impact and change the industry in Asia this year, and why there is a need for agencies to be agile, integrated and innovative.
One of the significant advertising stories of 2018 was the trend for brands to announce that they planned to move their digital ad buying operation away from their agency in order to operate it in-house, but this path has its difficulties.
A trend towards in-housing is raising concerns among agencies, but there is no one-size-fits-all solution for brands and nor is the traffic all one way, according to a new WARC report which dissects the issue and highlights the potential pitfalls ...
Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.
Ownership over the whole brand experience and the data that stems from it is a big theme in the WARC Marketer’s Toolkit 2019; at its launch in London yesterday, experts gathered to share perspectives and insight on the strategic landscape in ...
The “explosive growth” of in-house agencies is having a powerful effect on the contours of the advertising and marketing industry, according to a study by the Association of National Advertisers (ANA).
Brooke Hemphill, Event Reports, Programmatic Summit, March 2018
Lenovo, the electronics giant, brought its programmatic operation in-house to exert more control over its media, but then reverted back to a “hybrid”-managed model to focus more on its core function – selling PCs.
Jamie Brighton, WARC Best Practice, January 2018
Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.