This article outlines the steps brands should follow to develop a successful in-house agency, taking as an example the BBC's in-house creative agency, which was set up to co-create compelling creative work to maximise the BBC's relationship with its audiences.
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Geoffrey Precourt, WARC Exclusive, May 2020
3M, the manufacturer of brands like Post-it notes and Scotch tape, has adopted a hybrid in-house/agency model to drive maximum effectiveness from its media spend.
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Lucinda Peniston-Baines and Rob Foster, WARC COVID-19 Series, April 2020
As part of the WARC Guide to Structuring for effectiveness, Lucinda Peniston-Baines and Rob Foster of Observatory International share some top tips on how brands can best work with their agency partners to deliver work that connects with consumers.
China and Southeast Asian markets are major opportunities for growth, but the speed of change is a challenge to marketers whose current ways of working may not be optimized for the complex future that is unfolding; R3’s Greg Paull offers some ...
How do marketing organisations identify what truly matters in an age of complexity? Rob Foster, Senior Consultant at The Observatory International, outlines the three pillars that keep everyone focused.
In the fast-growing markets of Asia, marketers need to consider optimal agency relationships, contracts and service agreements, scheduled audits and talent.
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Bruno Gralpois, WARC Best Practice, April 2020
This article dives into best practices for agency management, including: what is required for a strong agency partnership, how to conduct a successful agency search, ways of getting your agency to deliver outstanding work.
An individual’s effectiveness is down to more than winning extra business, according to a new report into consultancy performance reviews – and agencies can take learnings from this.
Agencies need to ensure their internal teams are as diverse as the audiences they seek to reach, as this approach can help deliver more impactful and relevant work.
With the purchase of a majority stake in the British digital agency Jellyfish, French group Fimalac is seeking to compete in a new space carved out, in part, by S4 Capital (and WPP) founder Sir Martin Sorrell.
News of IPG's 2.3 billion dollar acquisition of Acxiom a year ago saw in a spree of holding company mega-acquisitions as data became a key ingredient of the industry’s future plans.
Agencies need to develop more sophisticated pricing models to reflect the value they can bring to a brand and to address the threat from the various players crowding into their space, an IPA white paper argues.
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Josie Tutty, Event Reports, Event Reports, Mumbrella360, June 2019
Joining an in-house team can offer creative minds the freedom they need to solve problems and do good work, according to Dollar Shave Club ECD and ex-agency veteran Matt Knapp.
Droga5’s acquisition by Accenture Interactive came as a surprise to most observers, but for the creative agency’s founder it was a response to the need to join a company with extensive capabilities in order to keep up in a constantly ...
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Sam Peña-Taylor, Event Reports, Cannes Lions, June 2019
Accenture Interactive and the recently purchased agency, Droga5, have spoken publicly about what the acquisition means, and what it says about the creative business.
Whether an agency is in-house or external, some challenges are common to both. Brian Kessman, founder of Lodestar Agency Consulting, has advice on how to tackle them.
Agencies need to build tighter relationships between disciplines like creative and media, as the decoupling of these activities usually leads to a damaging commoditisation of their work.
Agencies may benefit from pursuing greater collaboration on various issues of importance to the industry, such as pushing for data transparency, changing remuneration models, and creating more flexible workforces.
WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
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