Search Results for All Content (access may be restricted)

ANA members have access to a free team of researchers who are able to pull the best content and resources for your marketing challenges.

With a sluggish economy and tight budgets, advertisers more than ever must be organized for success as scope season comes around. When it does, here’s who should be at the table and why.

The drive to reduce agency costs is often seen as a hallmark of marketing procurement success. That’s wrong and Aprais has the data that shows why.

Agency Mania Solutions explored the harm that brand advertisers may be doing to the marketing ecosystem by asking agencies to accept extended payment terms.

In this webinar, learn about the results of an ANA survey which was initiated to determine if changes in payment terms for marketing services were isolated examples or reflective of a broader trend.

Agency Mania Solutions discussed the risk profiles associated with different approaches to agency relationships.

ANA initiated research to determine if changes in payment terms for marketing services were isolated examples or reflective of a broader trend. Results are clear: payment term changes, notably extended terms, are reflective of a broader trend.

Fueled in part by a lack of transparency in the media buying process, the marketing industry faces a troubling rise in the number of fraudulent websites and bots that convert illegitimate traffic into ill-gotten revenue. The problem is so pervasive that it’s begun to skew data and give an inaccurate view of the digital marketplace. For brands, it means keeping an eye on where the money goes is more important than ever.

To have transformative value in a brand-agency partnership, the client-agency evaluation process must have true buy-in from both sides. So say industry experts from WPP, Omnicom, Interpublic Group, and Havas Health, among others. It’s more than a critique; it’s a two-way conversation that can lead to major benefits for both sides. Here’s what experts had to say.

UnitedHealthcare created a “playbook” to improve agency/client relations. By providing detailed and accurate briefs, and maintaining honest and constant communication between both parties, agencies can set their clients up for success.

In the three years since the ANA’s landmark report on media transparency, progress has been made but issues of opaque practices still plague the industry. As the methods for media buying evolve, marketers must maintain their vigilance.

Agency Mania Solutions reflected on the risks of recklessly cutting agency fees.

MGM Resorts explained how its in-house agency revised its business model to ensure that its clients made a responsible use of its resources.

Given the rapidly changing digital, social, and programmatic media landscape, the ANA fielded this survey to delve into the topic of media agency compensation practices and the related issues of performance incentives, programmatic compensation/transparency, as well as rebates, discounts, and principal based buying.

Agency Mania Solutions discussed the value of maintaining long-term relationships with agencies.

A number of alternatives to agency reviews were offered by Resources International, a firm specializing in agency searches and relationship management.

Industry veterans Bill Duggan and Tony Pace discussed the deficit of trust that characterizes relationships between clients and agencies across the industry.

It can be difficult to talk business with your agency, while also maximizing the value for your organization. Carl Johnson, founding partner and chairman of Anomaly, provided an alternative point of view for creating a partnership between agency and brand.

To get the best results from their agency partners, marketers should focus on value creation rather than paying less.

Researchers shared the results of a recent study of media agency compensation.