Search Marketing Knowledge Center

Reed Smith Warns Brands to Treat Legal Risk as a Growth Variable

Event Recaps June 30, 2026

Legal exposure is quietly eroding marketing value as contracts, privacy terms, and artificial intelligence governance fail to keep pace with modern practice. Reed Smith partner Keri S. Bruce, speaking at the ANA Advertising Financial Management Conference, outlines the risks that could reshape how brands manage agency relationships and campaign accountability.

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How In-House Agencies Can Use Language and Process to Show Their Value Within the Industry

Event Recaps June 23, 2026

In-house agencies control an estimated $60 billion in annual spend, yet their reputations may not reflect that scale. Gully Flowers of Also Known As argues that adopting stronger language and operational systems could close the gap between what in-house teams produce and the credit they receive.

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An Agency CEO Calls for Marketers and Partners to Focus on Consumer Connection

Event Recaps June 13, 2026

Andrew Graff, CEO of Allen & Gerritsen, argues that brands are too focused on deliverables and not enough on consumer connection. His "life share" framework may reshape how agencies and marketers measure relevance and drive growth.

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A Holding Company CFO Gives Her Take on Evolving Client-Agency Relationship Models

Event Recaps June 10, 2026

WPP Deputy CFO Diane Holland argues the traditional agency model is no longer sufficient as artificial intelligence (AI) and data reshape client expectations. Her keynote at the ANA Advertising Financial Management Conference suggests blended compensation models and outcome-based thinking may define the next era of client-agency relationships.

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Farmer & Company Calls Out Agency Pricing Collapse

Event Recaps June 2, 2026

Author Michael Farmer argues that collapsing agency pricing and rising complexity are undermining brand growth across major advertisers. Drawing on data, Farmer's book Madison Avenue Revisited suggests artificial intelligence savings and output-based fees could reshape client-agency economics.

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ANA, Mondelēz, and Kenvue on Retail Media Measurement Standards

Event Recaps May 21, 2026

Retail media measurement is straining under rapid network expansion, with marketers citing standardization gaps as the top barrier to scale. ANA guidance, shared by Mondelēz and Kenvue leaders, could reshape cross-network comparability and incrementality decisions.

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The "Doom Loop" Draining Your Agency's Best Talent

Event Recaps May 20, 2026

Agency workloads have doubled since the early 1990s while fee revenue per client has fallen by half, creating what strategist Michael Farmer calls a "doom loop." The cycle of rising output demands and shrinking fees may be permanently eroding the strategic capabilities brands need to grow.

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LinkedIn Debuts Ads Agency Certification

Marketing News May 7, 2026

LinkedIn introduces the LinkedIn Ads Agency Certification, creating a standardized way for B2B brands to assess agency expertise on the platform. The move could reshape how marketers evaluate partners, credentials, and accountability in social media advertising.

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Media Briefing Best Practices and Guidelines

Research Reports May 7, 2026

Media teams today are being asked to do more than ever all while often starting from media briefs that leave too much open to interpretation. This report outlines and provides practical guidance on the core elements that should be included in every media brief, highlighting areas such as KPIs, audience definition, timing, budget, and non-negotiables.

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ANA and 4As 10 Positive Pitch Principles

Pulse May 6, 2026

The ANA and 4As release 10 principles designed to make the agency pitch process more transparent, fair, and efficient for both marketers and agencies. Mismanaged reviews could cost agencies significant resources and damage long-term partnerships, making this framework a timely guide for both sides.

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Can Marketers and Agencies Align Their Priorities When It Comes to Compensation?

Trends and Technology May 4, 2026

An ANA study finds most marketers are satisfied with agency compensation, yet many plan changes amid concerns over transparency, rebates, and artificial intelligence-driven labor. High-profile rebate disclosures and budget pressure suggest client-agency alignment could be tested in 2026.

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How PepsiCo's In-House Agency Works with External Partners for Better Business Results | on Scope

Podcast Clips April 22, 2026

How PepsiCo's Content Studio collaborates with BBDO and VaynerMedia to drive stronger business results, revealing what's working now—and what it signals for the future of in-house agencies.

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Is Internal Financial Pressure Forcing Questionable Media Buys? | On Scope

Podcast Clips April 8, 2026

With new research from the ANA showing a growing investment in principal media, despite brand-side governance concerns, On Scope host Mike Berberich and show producer Ryan Dinger wonder if top-down organizational pressure might be forcing marketers to invest in media buys that they don’t have the utmost confidence in.

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Agency Compensation Methods and Models

ASK Answers March 26, 2026

What are some considerations for choosing an agency compensation model?

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ANA Study: Governance Gap Widens Around Principal Media

Marketing News March 23, 2026

A new ANA survey reveals a growing governance gap in principal media as its use rises across the advertising industry, highlighting marketers' concerns and the need for stronger safeguards and transparency.

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WPP Announces Major Overhaul

Marketing News March 2, 2026

WPP launches Elevate28, a major restructuring that unifies the company into four global units, aiming to simplify operations, spur growth, and compete amid sweeping industry consolidation.

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Championing Change: Unlocking Value in Marketing Scope Automation

Webinar Rewinds February 26, 2026

For many marketers, automating the scope of work process isn't just about adopting technology — it requires a mindset shift. In this webinar, speakers discussed practical steps for aligning key stakeholders, standardizing practices, and utilizing data to enable continuous improvement.

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Making the Case for a Deliverables-Based Agency Compensation Model

Event Recaps February 19, 2026

Leading consultant Joanne Davis discussed how a deliverables-based model can reveal AI cost savings, and how marketers can start to make a compensation model switch if they aren’t currently on a deliverables-based system.

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