Opinion
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Simon Woolley, February 2021
B2B organisations are proactively plotting brand stretch and moves into new geographies and industries in 2021, but their PR and Marketing agencies aren’t on the same page, says Simon Woolley.
Article
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Stephen Whiteside, Event Reports, 4A's Decisions 2021 conference, January 2021
A study commissioned by the 4A’s, the trade body, and Google, the tech giant, outlined various growth opportunities for agencies.
Opinion
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Vlad Komanicky, January 2021
Six pricing factors, commercial components and cultural tactics to consider for a better client-agency commercial relationship, based on research for the IPA - by Alchemists’ Vlad Komanicky.
News
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19 November 2020
A new guide for advertisers on how to work successfully with media agencies has been launched by the ISBA in partnership with consultancy ID Comms.
Article
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WARC Webinars, October 2020
Brings together 7 senior strategists to discuss the trends featured in WARC's Future of Strategy report and their view on the future of strategy, including headcounts and budgets, the role of strategists and what long-term changes might result.
Article
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WARC Best Practice, September 2020
Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.
Opinion
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Ed Cotton, July 2020
The COVID-19 pandemic has swept around the globe, causing the tragedy of the loss of life and, at the same time wreaked havoc on the economy.
Article
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WARC Exclusive, July 2020
Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
Article
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Robert Wegenek, WARC Exclusive, June 2020
Considers some of the potential impacts as we head towards an addressable world.
Opinion
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Kim Walker, June 2020
New research suggests that the savings made by cutting on agency fees are not worth the long-term strain on the relationship – Aprais’ Kim Walker has more on why financially sensitive clients see better results.
Opinion
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Bill Duggan, May 2020
Publicis Groupe recently announced a program that will give midsize businesses their money back if it fails to deliver results. Bill Duggan recalls a similar initiative from the 1990s, and outlines why such a pledge looks very different in 2020.
News
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11 May 2020
The advertising sector in China is rapidly returning to business as normal, finds a new survey by the World Federation of Advertisers.
Article
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Lucinda Peniston-Baines and Rob Foster, WARC Webinars, 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.
Article
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Greg Paull, WARC Exclusive, April 2020
In the fast-growing markets of Asia, marketers need to consider optimal agency relationships, contracts and service agreements, scheduled audits and talent.
Article
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Rob Foster, WARC Exclusive, April 2020
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.
Opinion
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Marsha Appel, February 2020
Although the term “in-housing” is relatively new, the concept of marketers bringing the advertising function in-house is not. As the thought of in-housing has once again become a hot topic among marketers, it will serve us well to gain some perspective on this cyclical phenomenon.
Article
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Stephen Broderick, ANA, Forward, October 2019
Details the solutions that have been identified by the world's biggest advertisers to deal with the issue of transparency.
Article
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Geoffrey Precourt, WARC Exclusive, September 2019
Research by the Association of National Advertisers (ANA) shows that marketers have made significant progress in scrutinizing their media spending, but room for progress remains.
News
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25 September 2019
Advertisers are not particularly worried about potential conflicts of interest when media planning and buying are performed by the same agency, but they are far more concerned when media rebates are not disclosed.
Article
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Amy Rodgers, Neil Godber and Emily Rule, WARC Webinars, September 2019
Looks at what strategists are most concerned about in the industry today by revealing findings from the 2019 Future of Strategy report.
News
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16 September 2019
More than two-thirds of advertisers have updated their media agency contracts within the past three years – and one-third in the past year alone – in response to concerns about transparency and alleged rebates in the media buying ecosystem, according
Article
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WARC Exclusive, August 2019
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.
News
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10 July 2019
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.
Article
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Brooke Hemphill, Event Reports, The Future of Brands Sydney, February 2019
The biggest challenges facing Australian advertisers include effectiveness, measurement, and client-agency relationships.
Opinion
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Stuart Pocock, February 2019
Advertising agencies have been around for decades but advertisers still can't agree on the best way to pay for theirs services. Stuart Pocock, co-founder of The Observatory International, outlines the best way to make it work.
