Search Marketing Knowledge Center

Agency Creativity Is Essential for Best Client Outcomes

Industry Insights September 28, 2023

Consultant Michael Farmer caused a bit of a stir recently in an industry Q&A. Farmer recently documented the transformation of Huge by CEO Mat Baxter in a book entitled Madison Avenue Makeover. On the heels of this, in a Q&A published by Contagious, he echoes themes from his book that takes the agency world to task for worrying more about awards than delivering performance and creating thoughtful business models.

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Can Movie Theaters Still Reel in Advertisers?

Champions of Growth Podcast September 27, 2023

Mike Rosen, chief revenue officer at National CineMedia (NCM), which sells ads for movie theaters, joins host Matthew Schwartz to talk about the company’s new advertising services, why brands tend to underestimate the value of running in-theater spots, and whether movie theaters may be in for some reinvention.

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When Actual Practice Deviates from Contract Terms

Industry Insights September 26, 2023

Virtually all advertisers have formal contracts in place with their advertising agency partners. Most of these organizations have reviewed industry association contract templates and engaged outside legal counsel to review and customize agreement terms and conditions to satisfy their expectations.

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The People-First Advertising Lessons of the Hollywood Strikes

Industry Insights September 22, 2023

The full impact of the ongoing Hollywood writers’ and actors' strikes has yet to be felt within the TV programming ecosystem, but the continued lull in production of new long-form content is going to have reverberating effects on the media landscape as we head into 2024. Advertisers need to recognize and react to the real-world implications when it comes to TV inventory.

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Do Ads Wear Out?

Knowledge Partners September 22, 2023

There are numerous reasons why brands frequently refresh their advertising. Marketers often worry that their ads will quickly feel repetitive to the public because they themselves tire of the advertising after a short period of time. If audiences tune out these messages, the opportunity for driving sales and brand building is greatly diminished.

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Quantifying the Value of the In-House Agency

Knowledge Partners September 17, 2023

Blum Consulting shares insights quantifying the value of in-house agencies.

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The Future of CX Starts In-House

Forward September 14, 2023

The future of customer experience (CX) is promising, and its impact on in-house marketing and creative teams in Fortune 500 companies is set to be transformative. As businesses recognize the importance of CX in driving customer loyalty, differentiation, and revenue growth, these teams will evolve into vital contributors to a company's success in the CX era.

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Building Trajectory from a Powerful Legacy — Positioning Martin Guitars for the Next 200 Years

Event Recaps September 13, 2023

Mike Nelson, VP of marketing at Martin Guitar and Jenn Szekely, president of Coley Porter Bell, unpacked the legacy brand's history and the journey that took place to refresh an already iconic brand. They provided a snapshot of the rebranding process and learnings, focusing on the creativity needed to successfully reposition this heritage brand.

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Trends in Agency Ecosystems

Knowledge Partners September 13, 2023

R3 identifies six main models of agency management systems, examines the pros and cons of each, provides case studies of brands’ use of these models and how the models evolved, and looks at how in-house agencies can fit within these models.

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Creating Agency KPIs

Knowledge Partners September 13, 2023

Agency Mania Solutions co-founder Bruno Gralpois discusses the significance of Key Performance Indicators (KPIs) in agency partnerships, emphasizing their role beyond mere metrics. He stresses the importance of communication, collaboration, and continual improvement in fostering strong, mutually beneficial relationships between agencies and clients.

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Building Trajectory from a Powerful Legacy — Positioning Martin Guitars for the Next 200 Years

Conference Session Videos September 13, 2023

In this video, Mike Nelson, VP of marketing at Martin Guitar and Jenn Szekely, president of Coley Porter Bell, unpacked the legacy brand's history and the journey that took place to refresh an already iconic brand. They provided a snapshot of the rebranding process and learnings, focusing on the creativity needed to successfully reposition this heritage brand.

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The Costs of an Agency Review

Money Slides September 11, 2023

The ANA shares the results of a research study that breaks down the costs that an agency review poses to the client, to the incumbent agency, and to the newly pitching agency.

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Staffing the Internal Agency

Knowledge Partners September 8, 2023

Blum Consulting Partners offers suggestions for how to prepare for work with contractors and how to best streamline the process for both procurement and agencies.

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ExxonMobil Helps Shape the Path of Mining Excellence

B2 Awards September 8, 2023

An in-person event, "Mining into the Future," reimagined ExxonMobil's role from a commodity supplier to a trusted consultant and thought leader in the mining industry, elevating its profile and driving awareness of its mining solutions.

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MARSS Shows How It Defends the Skies

B2 Awards September 8, 2023

MARSS launched a PR campaign at the World Defense Show to showcase its cutting-edge counter-drone technology and establish itself as a leading player in the defense and technology industry.

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Spicing up TV: MNTN's Innovative Campaign for Steve-O's Hot Sauce

B2 Awards September 8, 2023

MNTN and Steve-O collaborated to create a groundbreaking TV ad campaign using MNTN's innovative platform, resulting in impressive viewer engagement and sales.

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Accelerating Mortgages: The RCG Calculator Success Story

B2 Awards September 8, 2023

RCG Mortgage employed an innovative calculator to streamline its sales process, achieving a huge return on investment in the first year, significantly enhancing lead conversion rates and shortening lead times.

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AI in Marketing Procurement — More Than a Content Generator

Webinar Rewinds September 7, 2023

In this webinar, Joseph Herrada, Marketing Manager at Decideware, and Sarah Thompson, CEO of Softlink Information Centers, explored the prospect of AI in the marketing procurement tech-stack and where we are seeing the most robust results with the help of artificial intelligence in agency management.

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Guidelines for Getting Started When Investing with Diverse Media Companies

Research Reports September 6, 2023

The ANA and the 4A’s partnered on a new set of guidelines designed to help companies increase their investments in diverse media companies. The guidelines are intended to help those marketers who are interested in supporting diverse suppliers but are still sitting on the sidelines and not sure where to begin.

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