Renault has traditionally relied on Omnicom’s OMD for media and Publicis for creative, but now the French automotive giant plans to merge the agency teams into a new combined unit, whether they like it or not.
HONG KONG: Agency holding groups have helped to drive a 15% overall increase in mergers and acquisitions activity in the Asia-Pacific region this year, in contrast to other regions where ‘unconventional’ buyers and marketing technology ...
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.
Martin Deboo, Admap, July/August 2018, pp. 22-23
Argues that clients will find it difficult to get the same sort of quality solutions in-house that they could get from ad agencies and offers up a number of pointers on the role that planning could and should play.
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).
MUMBAI: Sir Martin Sorrell believes the advertising and marketing services industry is in a state of flux and that the structural and cyclical disruption currently taking place offers new opportunities for growth.
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.
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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