Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.
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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.
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.
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.
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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.
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, ...
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.
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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Carlos Pezzani, WPP Atticus Awards, Winner, 2018
Creative agencies in Latin America continue to work like they did fifty years ago but baby-boomer organizations that remain untouched in their basics will have to evolve.
What’s the right way to reward agencies? Richard Bleasdale, Managing Partner, Asia Pacific at The Observatory International, explains why change is coming.
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Michael J. McDermott, ANA Magazine, July 2018
The controversial issue of transparency between brand marketers and their advertising agencies appears to be at, or very near, a tipping point – but the journey has been slow and torturous.
HOLLYWOOD, FLORIDA: Rebates remain a “fundamental part” of the advertising ecosystem despite the controversy surrounding this practice, a study by McKinsey, the management consultancy, has found.
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Geoffrey Precourt, Event Reports, ANA 2018 Advertising Financial Management Conference, April 2018
McKinsey, the management consultancy, has found that rebates still play a key role in the media-agency ecosystem, despite considerable scrutiny being placed on this practice.
The implementation of the time-based billing model – borrowed from law firms by agency leaders like David Ogilvy in the 1980s – was actually a giant step backward for the ad industry.
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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