Accountability in Agency-Client Relationships is a Two-Way Street
Featured on MediaPost’s AgencyDaily & 4A’s SmartBrief: — Read the published AgencyDaily article — — Read the published 4A’s article — The average client-agency relationship is in sharp decline, creating much tension and uncertainty for both advertisers and agencies. Billions of marketing dollars are still channeled through randomly selected agencies by clients of all sizes […]
Predicting a New Era of Energized Partnerships, Fierce Growth, Drastic Changes, and New Ways for Clients and Their Agencies to Collaborate
Advertisers and Agencies: Are You Ready For 2020? FORGET ABOUT 2019 PREDICTIONS. The year 2020 is glowing on the horizon, fueled by opportunities, innovation, transformative forces, and yes, the fear of the unknown. There have been many attempts to get a glimpse into the future and predict what 2020 would look like for the marketing […]
A Playbook for a Better Agency/Client Relationship in 2019
Featured on ANA Marketing Maestros: — Read the published ANA article — Like all good relationships, the dynamic between brands and their agencies is in a constant state of ups and downs. Add to it the stress of meeting KPIs and budget demands and you have potential a recipe for trouble. But with some strategic […]
The Primary Drivers Behind the Move to Deliverable-First Pricing with Agencies
The Rise of Deliverable-first Models: What are deliverable-first models, and why are they on the rise? It’s dinner time. You sit down and look at the menu. You place our order. The dishes you ordered are specialties of that restaurant. After you enjoy your meal, you ask for the check. You get an itemized list […]
Adopting Healthy Client/Agency Practices and Relations to Stay Budget Fit
The Marketing Diet: Dieting is not foreign to most of us. Per a food & health survey released by the International Food Information Council Foundation, the number of people on diets to lose weight or to be healthier is up 22 percent from last year, at 36%. That’s right: one out of three individuals are […]
5 Considerations to Keep in Mind When Choosing Between Retainer and Deliverable-First
5 Considerations to Keep in Mind When Choosing Between Retainer and Deliverable-First By Bruno Gralpois, Co-founder and Principal at Agency Mania Solutions There’s a lot to weigh to find the best fit for your agency A deliverable-first model could prove more efficient. Thinking hard about those agency retainers? Sure, many brand and […]
Demystifying the Reasons Behind the Campbell’s Switch to Publicis from BBDO and How to Prevent the Excessive Wave of Agency Reviews
Demystifying the reasons behind the Campbell’s switch to Publicis from BBDO and how to prevent the excessive wave of agency reviews. By: Bruno Gralpois Author/Speaker, Thought-provocateur, Client/Agency Guru, Entrepreneur, Innovator Download a print-friendly version here The grass is always expected to be greener on the other side of the fence. Advertisers often ask themselves: but […]
The Demise of Decades-Long Agency-and-Client Relationships
Featured on AdExchanger: “Data-Driven Thinking“ is written by members of the media community and contains fresh ideas on the digital revolution in media. As the saying goes, the grass is always greener on the other side of the fence. When advertisers consider a review of their agency partners, they must really believe that a change […]
Five Steps to a Great Creative Brief
Featured on the ANA: Five things marketers can do to produce a better creative brief. — Read the published ANA article — In advertising, it can be argued that the smoothest path to great creative work begins with an equally great creative brief. But the process of delivering an effective brief is no easy task, […]
How Adding Real-Time Feedback to Annual Agency Evaluations Reduces Undesirable Surprises and Boosts Long-Term Client/Agency Performance
Download a print-friendly version here If Only I Knew How often have you told yourself, “If only I knew! I would have taken immediate action to address the issue”? Have you ever found yourself in the uncomfortable situation of participating in an annual performance review and being told about improvement areas that were, until that […]
Evolving How Marketing Executives Think About Managing Their Marketing Budgets and Driving Fiscal Accountability
Don’t work your “non-working” too hard. How much non-working spend is too much or too little? The most controversial topic among brand advertisers, C-suite executives and agency leaders is no doubt the infamous working and non-working spend ratio. It often makes the headline in investor calls when the CFO or CMO announces major cuts in […]
Why Advertisers and Agencies Should Improve How They Work Together to Maintain a Healthy, Loving and Productive Relationship
Download a print-friendly version here I love you. I love you not. Happy Valentine’s Day. Looking back, the earliest surviving valentine is a 15th-century rondeau written by French nobleman and medieval poet Charles, Duke of Orléans (1394 –1465), to his wife, while he was being held in the Tower of London following his capture. He […]
