LONDON: The mass marketing model is at something of a crossroads with agencies in danger of becoming simply arms-length ‘vendors’, according to an ex-planner who advocates greater focus on distinctive assets and more analytical rigour.
Colin Grimshaw, Admap, July/August 2018, pp. 10-11
In the 50th year since the birth of account planning, Admap examines the state of play in planning in today’s marketing world with a series of papers that aim to answer the question: what is the future role of planning and planners?
NEW YORK: Striking the right balance of creative originality and strategy requires agencies to consider a variety of structural factors, according to a study published in the Journal of Advertising Research (JAR).
Alan Martin, Admap, July/August 2018, pp. 19-21
With so many questionable and confusing metrics surrounding digital data, there is an even greater need to find the truth in data, and planners as a team can play a critical role in achieving this, through a holistic ‘total planning’ approach.
Martin Deboo, Admap, July/August 2018, pp. 22-23
As big advertisers bring more activities in-house, agencies are in danger of becoming arms-length ‘vendors’, focused on a narrow set of activities, with their income mandated by procurement functions, so where are the big brand ideas going to come from that support the old mass marketing model, and will planning be involved?
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.
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.
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.
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.
Research on WARC, MediaSense, June 2017
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.