Article
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WARC Strategy Toolkit, March 2021
This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.
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 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.
Article
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Sam Hawkey, WARC Exclusive, September 2020
The COVID-19 pandemic has poured light on pre-existing cracks in client-agency relationships, and relationships new to evolve for a new era of marketing volatility.
News
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03 September 2020
A new study finds that more than half of large global companies are now using some in-house creative capability, as the benefits and difficulties of the arrangement become clear in the mainstream.
News
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01 September 2020
Traditional TV advertisers are seeking greater flexibility from broadcasters, with less spending allocated to the upfronts and new pandemic-related clauses inserted into any deals struck.
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.
Opinion
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WARC from Home, April 2020
WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown. Find all WARC from Home content here .
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.
News
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01 April 2020
Over half of ad agency CEOs say they’re ready to do business despite the current crisis, and they feel confident they can respond to client briefs despite the constraints of remote working, a new survey suggests.
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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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
News
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25 June 2019
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 chan
Article
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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.
Article
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Earl Javier, WPP Atticus Awards, Highly commended, 2018
Language is key to exploring how communication professionals can help keep brands – and ourselves – valuable in the boardroom by becoming adept bilinguals and rewiring our thinking using another language: the C-suite's.
Article
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Deb Giampoli and Karen Adams, WARC Best Practice, August 2018
Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.
Opinion
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Tim Williams, July 2018
Agency professionals are largely having the wrong conversation, driven by the wrong language. Tim Williams says they should aim to use the value-oriented language of sellers.
Article
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Michael J. McDermott, ANA, 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.
Article
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Geoffrey Precourt, Event Reports, ANA Advertising Financial Management Conference, April 2018
Creating briefs is an essential component of the advertising process, but is a task that is fraught with complexity.
Article
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Urey Onuoha, ANA, April 2018
Five universal steps that can help marketers and agencies get the most out of their creative briefs.
Article
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Research on WARC, ANA, August 2017
This report, from the Association of National Advertisers (ANA), warns of non-transparent production practices at a number of ad agencies and holding companies in the US, and makes recommendations for advertisers on how to tackle the issue.
News
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02 August 2017
GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.
Article
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Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
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.
News
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13 June 2017
GLOBAL: What constitutes fair terms of trade continues to be a bone of contention for media agencies and advertisers with both sides likely to regard current terms as being less than mutually beneficial.
