COVID made things worse for marketing in 2020. This is about to change, as marketers confront the failures of the past decade and set a new course.
Cost reduction was meant to be a temporary fix, not a long-term strategy. It’s time to become ‘strategic’ and focus less on tactical thinking. Details here.
Agencies have developed hyper-targeted digital executions and ROI tools for clients. But they need to manage their own businesses better. Here's how.
The agency of the future gets a lot of attention in the press and at industry conferences. But is it just a wonderful dream? How can it be realised?
The industry is certain to be in a worse situation post COVID-19 unless agency CEOs and advertiser CMOs redefine their priorities. What must change?
Complexity has replaced simplicity and has grown without bounds. Excess complexity is a disaster. It's time to eliminate it. Learn how to simplify here.
If creative agencies really believed in the quality of their creative work and its positive effect on client brands, they'd fight for premium prices right?
Unrecognised by digital/social enthusiasts, the hidden costs of complexity erode the marketing effectiveness of advertisers and agencies. Find out more.
Many advertising agencies are worse off today than they were in the past. What are the correct pathways for improved performance?
Shouldn't clients and their agencies begin to review their underlying relationships in 2020 and set new pathways for themselves? Glean new insights here.
Restoring business health should be the top priority at most agencies. Creativity is all well and good. But do you know anything about running a business?
Marriages of agencies and clients need to replace one-night stands. Learn how long-term arrangements provide a superior basis for working relationships.
Putting a relationship in review at the end of a contract is bad business for both parties. Find a better way to be commercially responsible here.
Holding company CEOs have to change the way their agency CEOs manage and measure themselves. Here are seven areas they need to consider.
The advertising industry, struggling to find ways to generate growth, has instead turned on itself. The outcome is predictable, as this post demonstrates.