All MKC Content
Keeping the customer at the center of communications development and implementation.
A look at how today's climate has changed the way customers look at advertising.
An examination of the pharmaceutical industry.
In this presentation, Dr. Kevin J. Clancy discusses how to use counterintuitive approaches to building great brands while your competitors turn theirs into commodities. His book provides greater detail.
ANA members discuss how they might alter their media plans in the event of war.
An outline of factors which can make the client-agency relationship work.
A great agency relationship is much more about empathy than conflict.
The author outlines the problems facing marketers' evaluation of media planning and buying. Then he proposes a list of ideas to help every client receive maximum value from their agencies and buying services.
An examination of advertising to children.
This checklist details the capabilities or expertise advertisers most desire in an agency.
This checklist gives the agency's perspective on how to best manage the advertiser/agency relationship in 15 points.
This checklist provides information on how to solicit RFPs and how to rate agency responses.
In this guidebook, industry experts, Joanne Davis and Jane Twyon, break the complex agency audit process down into simple, easy- to-follow steps.
In the third edition of industry expert Dave Beals’ guidebook on agency compensation, he tackles some of the biggest issues on marketers’ minds today, including value-based, digital, and global agency compensation.
The fifth edition of this classic book contains information on all the top legal issues of the day, including social media, privacy, self-regulation, advertising to children, and environmentally friendly product claims.
The 15th edition of the ANA's Trends in Agency Compensation survey offers marketers insights, which cannot be found anywhere else, into agency compensation trends, including information on methods of compensation, the use of performance incentives, and the management of agency compensation.
This book from David Beals guides marketers through developing a formalized agency evaluation system.
An indisputable contract is the foundation for building stronger advertiser/agency relationships. This guide concisely outlines the key aspects of a strong contract.
This publication provides guidance on best practices in managing a media organization on a variety of levels, ranging from those that are in house, external, or a combination of both.