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.
This presentation explores the trend of municipal marketing as an increasing number of cities making public places available for sponsorship. New York City's marketing efforts in partnership with Snapple are detailed.
Nielsen Media Research addresses their key initiatives for 2004 and what it will mean to advertisers. They also explain their side of the American Association of Advertising Agencies' inquiry with the FTC.