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.
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
agency remuneration / compensation
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?
Managing Marketing: Specialist Versus Size and Scale When It Comes To Agencies
Andrew Little, CEO of DDB Australia, discusses the changes in the Advertising landscape and the agency responses to those changes. Listen to the podcast 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?
What you need to consider when searching for the perfect agency
It's important to know what success looks like for both parties in an agency search. What are the considerations when making a list of recommended agencies?
Did private equity firm 3G bite off more than it could chew with the Kraft Heinz FMCG business?
There is often a temptation to focus on short term ROI over long term brand growth. This post examines the 3G approach and whether it works in FMCG.
Why do Agency pitches take so long and does that produce a better outcome?
To ensure you select the best agency and creative output outcome, take into account the following key aspects in determining the optimal process.
Managing Marketing: The State Of Media For Independent Agencies
Virginia Hyland talks on the state of media relationships and the role of programmatic, the rise of the small independent agency and more. Listen here.
Want great work from your agency? Then be a great client
Here’s a perspective on how marketers can help their teams become better clients and foster stronger client / agency working relationships. Take a look.
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?
Is solving client / agency disconnects better than putting more lipstick on the pig?
When it comes to agency relationship management, disconnects between marketers and agencies can be extremely costly . Here's how you can address them.
Beyond the agency rate card: A menu of choice
The agency rate card is just one metric that marketers should be thinking about when negotiating their agency contracts. Here’s a menu of things to look at.
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.
What marketers should be asking their incumbent agencies
Whether or not you’re contemplating an agency search, here are five questions worth asking your agency. They can be quite revealing.