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  • Is the Agency Model Broken?

    POVs   September 4, 2024  

    Matthew Schwartz shares a few tips on how brands and agencies can get back on track, ensuring both sides enjoy cost savings, more efficient work processes, and better business results.

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  • Preparing Marketing Procurement for AI

    Partner Content   August 8, 2024  

    In the rapidly evolving landscape of marketing procurement, data analytics and artificial intelligence (AI) are becoming indispensable tools. But the first step to leveraging AI in marketing procurement is understanding what AI can help accomplish and expedite — and what it cannot.

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  • These Four Roadblocks Are Preventing Creative Excellence

    POVs   July 31, 2024  

    Because creativity is marketing’s superpower, the ANA recently polled more than 700 experts to learn what they felt were the most common impediments to creative excellence. This POV covers what they had to say.

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  • Better Together: Relationship Advice From an External Agency

    Leading Edge   July 30, 2024  

    This is a hard year for the advertising industry. Budgets are smaller and more tightly scrutinized, and every dollar needs to work 10 times harder than it used to. CMOs are under more pressure and have become even more selective about their agency partners. In fact, some have decided not to have agency partners at all.

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  • Clients and Agencies Spend Too Much Time Talking About the Wrong Stuff

    Podcast Clips   July 29, 2024  

    Michael Farmer, author and founder of the strategic consultancy Farmer & Company says the agencies and clients communicate plenty — it’s just often about the wrong stuff.

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  • Is the Ad Agency Model Broken?

    Champions of Growth Podcast   July 24, 2024  

    Michael Farmer, chairman and CEO of strategic consultancy Farmer & Company, joins host Matthew Schwartz to discuss the growing schisms between client-side marketers and their advertising agencies, and how to enhance their relationships.

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  • Agencies Should Always Act in the Clients' Best Interest

    Leading Edge   July 9, 2024  

    Client/agency relationships were once predicated on the concept of a principal-agent relationship, where the agency had a fiduciary duty to act in their clients’ best interest. When this concept was the accepted practice, most client/ agency agreements reinforced this expectation.

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  • Key Insights from "Cost of the Pitch II"

    Event Recaps   June 25, 2024  

    A trio of representatives from the ANA, the 4A’s, and Advertiser Perceptions discussed key findings from The Cost of the Pitch II, a research report focused on improving client-agency relationships.

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  • Cost of the Pitch II: The Rise of Value

    Research Reports   June 11, 2024  

    The 2024 "Cost of the Pitch II: The Rise of Value" report builds upon a previous 2023 report, delving deeper into the evolving dynamics of value within client-agency relationships and the factors for a successful long-term client-agency relationship.

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  • Fixing the Ad Agency Model

    B2C   June 7, 2024  

    Agency consolidation continues to shake up the advertising industry. Rachel Barek, CEO and co-founder of Said Differently, says changes are brewing, as the current agency model does not meet marketers' needs.

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  • For the SMB-Agency Relationship, Success Comes from Trust

    B2C   June 5, 2024  

    Agency-client relations can be problematic for SMBs (small-to-medium sized businesses), which have fewer resources than larger brands and less margin for error when hiring creative services firms. Yet despite the inherent challenges, SMBs increasingly see the value of marketing to fuel growth, with 94 percent planning to maintain or increase their investment in digital marketing spend in 2023, per a study by Taradel.

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  • Media Agency New Business Barometer: Final 2023

    Knowledge Partners   May 22, 2024  

    The COMvergence New Business Barometer study provides a comprehensive assessment of the media agency performances in new business.

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  • Lessons in Collaboration from an External Agency POV

    Event Recaps   May 15, 2024  

    Venables Bell + Partners shared its key tenets for fostering a healthy, productive client-agency relationship that improves overall work and drives brand goals.

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  • Lessons in Collaboration from an External Agency POV

    Conference Session Videos   May 15, 2024  

    In this video, Venables Bell + Partners shared its key tenets for fostering a healthy, productive client-agency relationship that improves overall work and drives brand goals.

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  • Agency Rosters

    ASK Answers   May 9, 2024  

    How are marketers managing their agency rosters?

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  • Redefining Media Purchasing for Transparency and Control

    Event Recaps   May 8, 2024  

    Jared Belsky from Acadia and Yogi Jashnani from Sky Zone explored an innovative approach to media purchasing that prioritizes client control, transparency, and direct relationships with publishers, challenging traditional agency-centric models.

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  • Procurement’s Balancing Act of Structure and Flexibility in Marketing

    Event Recaps   May 8, 2024  

    Bloomberg offers recommendations on how marketing and procurement teams can work together to align for success.

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  • Tips for Agencies, Search Consultants, and Procurement Professionals

    Conference Highlights   May 8, 2024  

    Being diligent about finding the right fit is crucial to procuring strong client/agency partnerships.

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  • Redefining Media Purchasing for Transparency and Control

    Conference Session Videos   May 8, 2024  

    In this video, Jared Belsky from Acadia and Yogi Jashnani from Sky Zone explored an innovative approach to media purchasing that prioritizes client control, transparency, and direct relationships with publishers, challenging traditional agency-centric models.

    view
  • Procurement’s Balancing Act of Structure and Flexibility in Marketing

    Conference Session Videos   May 8, 2024  

    In this video, Bloomberg offers recommendations on how marketing and procurement teams can work together to align for success.

    view