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Agency Relations

This Insight Brief covers several models for agency relations, the agency selection process, compensation, and best practices for writing strong briefs.

Procurement: Opportunity Knocks

This Insight Brief discusses the best practices, challenges and trends related to the relationship between marketing and procurement.

Agency Partners: How Many Is Too Many?

As the world of marketing becomes more complex, brands are relying on an increasing number of partners to help them connect with consumers.

Collaborative Negotiation Practices for Win-Win Results

A negotiation strategy focused on mutual trust and active listening can strengthen a deal for both parties.

4A’s Perspective on Conflicts

Ogilvy & Mather examined the changes occurring in brand/agency relationships regarding conflicts, and shared advice and best practices on how to adapt.

Myths, Challenges, and Best Practices in Digital/Social Agency Compensation

Agency consultant R3 provided best practices for payment models and role alignment that allow the client/agency relationship to be a mutually beneficial one.

CMO Keynote: Why Marketing and Procurement Need to Work Together

At Nationwide Insurance, marketing and procurement have been able to reduce agency fees and increase campaign effectiveness.

Driving Value and Innovation

Kimberly-Clark shared examples of how it has driven successful collaboration between marketing and procurement.

Performance Incentive Compensation

The ANA and the 4A’s provided an overview of the current state of performance incentive compensation, including which metrics are being used, what’s working, and what’s not.

CMO Keynote: Why Marketing and Procurement Need to Work Together

At Nationwide Insurance, marketing and procurement have been able to reduce agency fees and increase campaign effectiveness.

The Biggest Risk for Agencies is Not Taking a Risk

The top four agency holding companies account for two-thirds of all advertising spending, despite no longer being involved in all of the "4P's" of marketing. To justify increasing fees, agencies must reclaim a larger stake in the business of their clients.

The New Power Partnerships

While witty, resonant ad messages will always be critical and appreciated by advertisers and consumers alike, in our increasingly fragmented media world, it takes many more skill sets to bring brilliant executions to life at the right time, in the right context, for maximum impact.

Viewable Impressions: New Currency for Digital Advertising

In this video, an update on Media Rating Council’s work toward setting a viewable impressions digital advertising standard and how Kellogg’s has increased its campaign effectiveness through viewability.

Viewable Impressions: New Currency for Digital Advertising

An update on Media Rating Council’s work toward setting a viewable impressions digital advertising standard and how Kellogg’s has increased its campaign effectiveness through viewability.

Stronger Together: Challenges in Programmatic

John Montgomery, chair of 4A’s media leadership council and chief operating officer of North America at GroupM Interaction, shared the position that programmatic media buying produces stronger results when clients and agencies work together.

Lufthansa: Building a Global Brand with Local Relevance

Florian Gmeiner, head of marketing for the Americas at Lufthansa Group, and Sharon Napier, chief executive officer of Partners + Napier, shared how Lufthansa built a customized global agency network and how the member agencies work together to achieve a common goal.

Starbucks: Evolving an Icon

Adam Stringer, partner at Lippincott, provided the inside story behind the brand evolution of one of the world’s most iconic companies, Starbucks.

Winning at New Business: The Results of Asia Pacific’s Agency Reviews in 2013

This white paper from marketing consultancy R3 is designed to give marketers and their agencies some insight into the overall climate of total agency new business in Asia Pacific.

Demystifying Programmatic Buying

Michael Green, director of research at AudienceScience, shared how programmatic buying works through an agency trading desk and the questions every digital media team should be able to answer about its programmatic buys.

Assignment Brief Template

A template to communicate with your agency the strategic direction for creative development.

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