These guidelines—developed and endorsed by the ANA and the 4A’s—outline steps that can help marketers and agencies go through an effective search and selection process that can help both parties create a better working relationship.
E*Trade Financial Corporations CMO Nick Utton and Ken Zasky of Spark Communications offer practical pointers to help them prosper in a challenging economy.
Here are five principles to help companies achieve and sustain real growth.
This article provides two new approaches for marketers who are responsible for planning, executing, and measuring programs. These methods help combat the pressure for short-term payback, manage the expectations of finance and build "bridges from short- to long-term value creation."
This guideline outlines the steps that marketers should take to ensure that their print and television ads are being executed as ordered.
Commerical Contract Allocation Guideline
This guideline provides the steps and answers the questions associated with agency audits.
These guidelines provide a successful approach for getting great work from an advertising agency and building a strong relationship. It covers issues including: establishing objectives and measurement standards, giving feedback when reviewing creative, and agency compensation.