Leslie Zane, CEO of Triggers: “All Brands Have Unrealised Growth Potential”
CMOs are experimenting with many approaches to kickstart brand growth, but it's been difficult to find the formula. Here's a better way to rekindle growth.
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
Author: Michael Farmer
Why agencies need to think like a perpetual start-up to become more effective
In a turbulent marketplace, you have to think like a perpetual start-up to become more effective. Learn how a successful agency has done this for 20+ years.
Advertising complexity is a killer!
Increased complexity has been exploited to justify advertisers’ increased control over marketing. Find out why the complexity trend needs to be reversed.
A Tale of Two Charge-Offs: Kraft Heinz versus WPP
Kraft Heinz recently took a charge-off that led to a share price decline. Then WPP took a charge-off that led to a share price rise. What's going on here?
The First Step for The Agency of the Future: Become a Well-Run Business
The Agency of the Future cannot be created unless it first becomes a well-run business that generates the necessary financial resources. How can they do it?
Why Holding Companies are at the Tipping Point and what can be done
Investors are worried about the future, and they're downgrading holding company shares. New strategies are required. What are they? What should the CEOs do?
What are the New Rules for Madison Avenue’s Makeover?
Madison Avenue Manslaughter is the industry standard. Profit margin, not creativity, is the real god. So what are the new rules followed by The Makeovers?
Michael Farmer on the State of the Ad Industry Today and in the Near Future
Michael Farmer sat down with Jack Myers of MediaVillage, for a discussion of the prospects and challenges of the advertising industry. Read it here.
Viva Mexico! Where Ad Agency Innovations are Improving SOWs and Fees
'Mexico's Trade Group Follows the Money with New Model to Get Paid' headlines a recent article in Ad Age magazine. What is this new model?
Confused About the Advertising Industry? Who Isn’t? Read On!
Holding company shares are falling. Their ad agencies are shrinking. Accenture and Deloitte are the new competitors. Confused by some or all of this? Read on
Leadership Trials of the Agency CEO
Today's agency CEOs have more challenges than skilled executives can expect to master. They must balance economic and aesthetic factors as discussed here.
Is ZBB (Zero-Based Budgeting) Mismanaged by Advertisers?
With ZBB, Marketing, procurement and agencies should work together on the re-examinations. This is not how it is currently done, as this post explains.
What Happens When the Magic of Creativity No Longer Works?
Magicians are no longer put to the sword by their successors, but with the ritualistic death of agency magicians, is there a parallel in advertising today?
The Ad Industry in 2018 – The Year of Magical Thinking
There are real problems to be solved in this fascinating industry, but the representative thinking does not provide the necessary foundation. Find out more.
Lower Cost Does Not Mean Higher Quality in the Ad Industry
If we were on a guided tour of the advertising industry, here are the points of interest that ought to be on every sightseer's list.