TOKYO/BEIJING: Toyota, which vies with Renault-Nissan and Volkswagen to be the world’s largest automaker, is reported to be in the process of slashing its sales and marketing costs as it seeks to shift resources into research and development.
GLOBAL: Nearly three-quarters of major multinationals are reviewing their current agency arrangements, looking at whether they have the right mix of agencies and capabilities in their external partners, new research shows.
LONDON: As traditional agencies and consultancies continue to compete for business, the advertising industry can expect the disciplines to converge into so-called “cagencies”, according to a top executive at Accenture Interactive.
Naoki Takahashi, ESOMAR, APAC, 2018
Introduces the initiatives of Marketing Research 2.0 (MR2.0), a voluntary group of professionals who are either suppliers or clients in Japan's MR industry, and illustrates a case of successful collaboration between suppliers and clients in Japan.
Four tips to build effective agency-client relationships in Asia’s digital era, including diversifying knowledge, hiring different types of thinkers, thinking ahead on brand challenges and operation efficiencies.
Agencies are under pressure on multiple fronts: clients are pushing back on non-transparent business models, consulting firms are setting up digital media departments, publishers are getting organised so they can hold inventory rates, and, the once ‘golden child’, the agency trading desk is having a tough time proving it serves the client rather than creates value for the agency holding group, argues IPONWEB’s Brian Fitzpatrick.
Ken Auletta has put the advertising industry in the crosshairs in his new book. At the 4A’s (American Association of Advertising Agencies) 2018 Accelerate Conference, The New Yorker journalist was tackled by Bill Koenigsberg, president/CEO of Horizon Media.
PARIS: Clients face a series of challenges, ranging from pressure to cut costs, to brand trust, and that means holding companies must transform themselves “drastically”, the chairman and CEO of Publicis Groupe has warned.
The entry deadline for the IPA Effectiveness Awards is in sight. Even if you are behind schedule, don't panic! IPA Effectiveness Editor Carlos Grande summarises how to avoid the most common pitfalls that keep entrants off the Awards shortlist.
MIAMI BEACH, FL: Procter & Gamble, the packaged-goods manufacturer, is pushing shops from different holding groups to work together, an initiative forming part of a wider effort to transform its agency relationships.
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.
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.
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.