Stephan Argent is a former agency planner from England, and has held senior roles in agencies in both Canada and the United States. Most recently he was Vice President of Digital Media at CTV, and is now President of Canada’s leading independent Marketing and Agency Search advisory and consultancy: ListenMore
Technology is providing more ways of connecting while at the same time the budgets available to marketers has remained largely stagnant or are even reducing.
Murray Chenery at CIPSA gives his perspectives on why the role of procurement in marketing is absolutely critical and the best way to brief and select agencies.
What you will often see in most business strategic plans, are initiatives that don't reflect a real choice and therefore don't provide an effective strategy.
Too often marketing strategy is developed in the simple and complicated. When in actual fact marketing and advertising actually exist in the complex. What do I mean?
Top 10 tips on improving your value gained from music in any marketing and advertising. These strategic management tips make dealing with the music industry a little clearer.
Value based agency compensation is a hot topic as advertisers and procurement look for ways to improve the performance of the current spend (commission) and cost based (resources) models.
Often we have discussions about the value of the creative product with both marketers and their agencies and yet often little consideration is given to protecting these assets of the advertising process. Here we examine trade mark protection: