All MKC Content
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Agency Holding Company Survey
Fielded in January 2005 to four ANA committees, this benchmark targeted at agency holding companies presents insight to questions around the topic of company consolidation with either one or a limited number of agency parent/holding companies.
Alive and Weaving
The author discusses the nuances of marketing to Hispanics who occupy worlds both inside and outside the mainstream.
Building the Brand Scorecard
The author discusses his work with the Conference Board's Council on Corporate Brand Management to develop a brand scorecard for monitoring the health of a brand.
Building the Brand Scorecard
The author discusses his work with the Conference Board's Council on Corporate Brand Management to develop a brand scorecard for monitoring the health of a brand.
Coping with the Revolution in Advertising Agency and Advertiser Relationships
In this Advertiser article, Douglas J. Wood discusses best practices in ten top categories of the agency relationship.
Getting Personal - Steve Sullivan
Steve Sullivan shares some personal information about his hobbies, family, favorite travel destinations.
How an Agency Evaluates a Client
This article details the twenty key qualities agencies look for when evaluating potential clients.
Reaching The Invisible Market
The author looks at the untapped potential in targeted advertising to Central and Eastern European Americans.
The Rise of Business Blogging
These guidelines provide background for the rise of blogging and simple steps you can take to get your business involved.
Trust is a Must
The author cites relevance and trust in a brand as the two most important factors in keeping customers loyal.
What is the single most important factor in client/agency relations?
The panelists share their thoughts on the components of a successful client/agency relationship.
Children's Advertising and Self-Regulation
A review of CARU's guidelines for children's advertising, providing both positive and negative real world examples.
Advertising Agency Solicitation
A detail look at ANA member Amgen's experiences in advertising agency solicitation, including a review the recommended steps to the solicitation process, why early involvement matters, and expected timelines.
Continuous Improvement: Lean Six Sigma
A review of how Young & Rubicam Brands develop a Scope of Work (SOW) with a client for a fiscal year and how they manage it during the year in accordance with Six Sigma.
Managing Your Agency for Maximum Results
Catherine Bension shares her unique perspective on the critical issues facing clients and their agencies.
Marketing ROI Methodology Anyone Can Use
A practical, how-to guide designed to help B-to-B and B-to-C marketers of products and services that have complicated value propositions.
New Products, the Lifeblood of Growth
This presentation explores how to successfully develop and release new products into the American marketplace.
An Extreme Partnership: Sears' Branded Entertainment
Sears and ABC's "Extreme Makeover Home Edition" share the story behind their successful branded entertainment partnership.
IAG's In-Program Performance: Tracking Branded Entertainment
This presentation explores how IAG's In-Program Performance tracks viewer recall of branded entertainment.
Nielsen's Place*Views: Tracking Branded Entertainment
This presentation reviews how Nielsen's Place*Views tracks branded entertainment in prime time.
