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This Insight Brief discusses the best practices, challenges and trends related to the relationship between marketing and procurement.
As the world of marketing becomes more complex, brands are relying on an increasing number of partners to help them connect with consumers.
A negotiation strategy focused on mutual trust and active listening can strengthen a deal for both parties.
Ogilvy & Mather examined the changes occurring in brand/agency relationships regarding conflicts, and shared advice and best practices on how to adapt.
Agency consultant R3 provided best practices for payment models and role alignment that allow the client/agency relationship to be a mutually beneficial one.
At Nationwide Insurance, marketing and procurement have been able to reduce agency fees and increase campaign effectiveness.
Kimberly-Clark shared examples of how it has driven successful collaboration between marketing and procurement.
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.
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.
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.
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.
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.
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.
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.
Adam Stringer, partner at Lippincott, provided the inside story behind the brand evolution of one of the world’s most iconic companies, Starbucks.
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.
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.
A template to communicate with your agency the strategic direction for creative development.
Media agencies must learn how to provide clients with strategic, customer-centric guidance, in addition to media buying expertise, in order to remain relevant.
A Smarter Planet and the Coming of Age of a Whole New Generation of Intelligent Systems and Technology
IBM and Ogilvy shared examples as to how their companies have retained an effective partnership spanning more than 20 years.