Agency Relations
Forrester Research: The Future of Agency Relationships
Sean Corcoran, analyst, Forrester Research, Inc., shared the results of Forrester's 2010 study on the future of agency relationships.
Panel Discussion: Who Owns Social Media?
John Bell, global managing director, 360° Digital Influence at Ogilvy, Louis Jones, North American CEO at Maxus, and Tom Cunniff, director, interactive communications at Combe Incorporated, explored the options and tradeoffs available to marketers in digital marketing as well as best practices for integrating social media into the broader communications mix.
How Do You Stop the Agency Shuffle?
Bink Garrison, president of Bink, Inc., and George Galinksy, vice president of advertising, public relations, and internet marketing at Mohegan Sun, described how Win/Win meetings can improve the client/agency relationship and lead to fewer expensive agency searches.
Toward a Bill of Rights for Online Advertisers
Benjamin G. Edelman, assistant professor of business administration at the Harvard Business School, demonstrated how to detect and prevent advertising fraud.
The Agency Search Process
A panel of marketers and agency professionals discussed best practices for improving the agency search process.
Case Study: Delivery and Verification of Online Video Advertisements
Anthony Rushton, director, Telemetry, discussed how the benefits of adopting independent delivery and verification of online video advertising campaigns helped Reckitt Benckiser to become the largest online video advertiser in the world.
Agency Performance Evaluations: Reduce the Pain Points While You Increase Response Rates
Jennifer Statham, marketing programs strategist, agency management, global marketing, Dell, Susan Montgomery, global client finance director, Team Dell, WPP, and Richard Benyon, CEO, Decideware, outlined principles and processes that can help reduce the pain points often attributed to agency performance evaluations.
Microsoft's Digital Production Guidelines-Improve Quality for Less Money
Bruno Gralpois and Marybeth Turk from Microsoft, along with Jillian Gibbs and Cherie Martin Irwin from APR, outlined principles and processes of Microsoft's Digital Production Guidelines, which focus on improving quality for less money.
Maximizing the Value of Your Agency Audits
Bob Siegal, director, management advisory services at Prager and Fenton, shared tips on how the most effective agency audits focus on marketing risk management and include a hard look at practices and processes at both client and agencies.
Maximizing Media Agency Value: An Eight-Step Program
Industry expert, Steve Fajen, president, Steve Fajen Consulting Inc., shares an eight-step process for maximizing media agency value in this ANA Insight Brief.
The Agency Search Process
Representatives from the 4A's, Anomaly, Deutsch, and Bernstein Rein discussed the issues surrounding client "bad behavior" in the agency search and selection process.
Views of an Industry Analyst
Peter Stabler, an analyst covering the advertising and media sectors for Credit Suisse, provided his perspective on the state of the agency business. Issues covered included the impact of media fragmentation, digital media, analytics, and procurement.
Research Report: Digital Marketing Agency Compensation Trends
This study underscores the phenomenal growth in digital marketing spending that has escalated over the last half of this decade as well as the growing role this discipline is playing in marketers' overall marketing strategies for their brands.
Research Report: Top Benchmarks for Marketers
This research report draws on survey research conducted throughout 2009 and also highlights "hot" topics to marketers such as brand building, newer media, agency evaluations, marketing accountability, agency holding companies, global marketing, agency audits, and hourly rates.
Sanofi-Aventis Agency Relationships
A presentation by John Stevens and Rich Sherwood from Sanofi-Aventis covered agency interactions and relationship management.
Keys to Developing Agency Scopes of Work That Drive a Strategic Partnership
Eric Jillard, department manager of digital marketing at Mercedes-Benz, and Andy Dutter, vice president of business development for Razorfish, shared their thoughts on best practices for driving efficiency in both the agency selection process and in the contractual/scope of work phase of client-agency engagement.
Keys to Developing Agency Scopes of Work That Drive a Strategic Partnership
Eric Jillard, department manager of digital marketing at Mercedes-Benz, and Andy Dutter, vice president of business development for Razorfish, shared their thoughts on best practices for driving efficiency in both the agency selection process and in the contractual/scope of work phase of client-agency engagement.
Vespa Hires a PR Firm
This case study explains how PR firm CooperKatz developed the Vespanomics PR campaign for Vespa, helping to drive sales and increase Vespa's market share.
Advertising Agency Compliance and Procedural Audits
This guideline provides the steps and answers the questions associated with agency audits.
Agency Audits: How to Achieve Success
In this guidebook, industry experts, Joanne Davis and Jane Twyon, break the complex agency audit process down into simple, easy- to-follow steps.
