Reflections on an Ad Industry at War With Itself
The advertising industry, struggling to find ways to generate growth, has instead turned on itself. The outcome is predictable, as this post demonstrates.
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
Author: Michael Farmer
When Will Procurement Do What It’s Supposed to Do?
In the manufacturing and distribution industries, procurement improved quality and lowered costs. Why has the opposite occurred in the media industry?
Agencies as Business Transformers: The Current State of Play
The industry myth that creativity is all that matters is being replaced by the recognition that consulting-like disciplines are needed. Find out more.
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.
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.