What to Look for in 2020
Our visual: outlines critical aspects of the agency lifecycle that are growing in importance (based on 2019 learnings). How brand advertisers tighten focus on the agency strategy, scoping, briefing, evaluation and training process. To request a complimentary electronic copy of any above visuals, please contact [email protected]
How Much Risk Brand Advertisers Are Willing to Take With Their Agency Partners, and What Impact It Has on Their Overall Performance
What’s Your Risk Profile? From choosing what stock or bond to purchase to deciding whether you should travel or shake hands during the Coronavirus epidemic, the everyday decisions we make are based on our individual risk profiles, or what is often referred to as risk tolerance. Financial institutions have mastered the artform of asking customers […]
Gilead Science’s Integrated Platform
An integrated mix of agency management tools enables Gilead Sciences to improve agency insights, action plans, work output, relationships and more streamlined, efficient use of resources.
Transactional Relationships Are Out
Featured on ANA Maestros — Read the published ANA article — We’ve heard it before: Don’t treat your agencies as mere vendors, unless, of course, a commodity is what you are seeking. But the label “vendors” shouldn’t be such a dirty word. In principle, “vendors” are delivering services that have reasonable commercial value and getting […]
Indexing Agency Value to Drive More Effective Use of Talent, Improving Performance and ROI
Rethinking Agency Performance: The Value Index: Let’s face it: brand advertisers are far more savvy than they used to be. They set targets to quantitatively measure the effectiveness of their agencies. They know how to evaluate the health of their agency relationships and the quality of engagement by conducting regular qualitative performance reviews. Advertisers have […]
How Advertisers Can Learn From Debacles Like Samsung’s Recent Agency Partnership Audit
Lessons Learned from the Samsung Debacle: In the age of transparency and accountability, advertisers can learn from debacles like Samsung’s recent agency partnership audit. The marketing industry is still in shock, following the announcement that Samsung Electronics Co.’s presumed audit of its agency practices and operations led to various layoffs and the departure of top […]
Use the Value Index to Show ROI. Client/Agency Relationships Need More Transparency and Accountability
Featured on The Drum — Read The Drum’s published article — The marketing industry is buzzing from Samsung Electronics Co.’s recent marketing operation layoffs and speculated connection to the abrupt departure of its CMO, Marc Mathieu. Information shared in The Wall Street Journal indicate the company conducted an internal investigation of the dealings between marketing staff and […]
Use the Value Index to Show ROI
Featured on MarTech Advisors: Rethinking Agency Performance: Use the value index to show ROI. — Read the published MarTech Advisor’s article — It’s time to start rethinking how we measure agency performance and evaluate the health of those critical partnerships. Imagine the possibilities from a more effective use of agency talent: improved performance and substantial ROI gains. […]
Brand Advertisers Must Constantly Assess and Reflect on the Important Role They Play in Managing Their Agency Partnerships Effectively and Responsibly
CMOs: What Should You Ask Yourself and Your Organization? Self-reflection is an important part of personal development. We can’t grow and mature until we ask ourselves tough questions, reflect on what we’ve done, learn from it, and apply ourselves to improve. This is equally as true in professional settings and in our industry. If you […]
How CMOs Measure the Success of Client-Agency Relationships (ROI)
Featured on MarTech Advisors — Read the published MarTech Advisor’s article — Marketing budgets are increasingly tight and CMOs struggle to effectively measure ROI and justify investments. In today’s harsh economic climate, C-level executives are asking questions about the accountability of every dollar spent. Even industry heavyweights such as Facebook, Google, and Amazon, are introducing […]
The Uneasy Truth About Being a Client and What It Means to Build Lasting Partnerships in Today’s Cut-Throat Environment
Client Agency Relationships: Confessions of an Ex-Client: I’d like to confess. Actually, I have multiple confessions to make. Four to be precise. No worries. This is not a remake of “Confessions of a Dangerous Mind” (2002), so they won’t keep you up at night. But if you’ve ever been a client, you too would have […]
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 […]
