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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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.
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.
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.
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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.
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 .
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.
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.
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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, according
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
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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.
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.
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.
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.
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.
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.
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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.
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 post-COVID-19 opportunities.
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.
Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
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