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  • ANA In-House Agency Fact Book — 2023

    Research Reports   January 25, 2023  

    The ANA In-House Agency Fact Book highlights the structure, capabilities, and operations of in-house agencies at ANA corporate member companies.

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  • A Happy Medium in the Agency Search Process Is Still Hard to Find

    ANA Magazine   January 18, 2023  

    While there were many points of agreement between clients and agency prospects, sharply different views emerged in multiple areas including IP ownership, budget size, and establishing a timeline for success, according to a recent ANA/4A's survey. Industry observers say the solution to many of the issues that pit agencies against their clients often comes down to overcoming the lack of clarity in communication between the two parties.

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  • New Stage for B2B Advertising?

    Champions of Growth   January 9, 2023  

    Jim Habig, VP of Marketing at Linkedin Marketing Solutions, joins host Matthew Schwartz to talk about how B2B ad creative is changing, why there is less and less daylight between B2B and B2C marketing playbooks, and the kind of content B2B buyers are looking for when they go into purchasing mode.

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  • Lack of Transparency Limits Trust

    Industry Insights   December 7, 2022  

    The question often asked of senior marketers by their C-suite peers and in turn by marketers of their agency partners is: “Are we getting optimal value in return for our marketing investment?” This is a simple question, but one that is not easily answered given the breadth and intricacies of an advertisers marketing communications investment.

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  • How to Avoid In-Housing Purgatory

    Industry Insights   December 6, 2022  

    What is in-housing purgatory? It’s when companies are stuck half-way between building media technology and buying it. Many organizations have only accomplished a middle state where they have hired a few employees to become power-users of certain platforms, and where they have perhaps added a superficial layer of UX on top of those platforms and technologies.

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  • The Reconstruction of the Agency Landscape: Where Do We Go From Here?

    Industry Insights   November 30, 2022  

    The rising amount of pressure agencies and marketing teams are under has been becoming clearer. The state of the economy has restricted budgets, paused investments, and slowed down business deals, to name a few of many mounting challenges.

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  • Trends in Agency Compensation, 18th Edition

    Research Reports   November 30, 2022  

    For more than 50 years, the ANA has fielded a unique and comprehensive agency compensation survey among client-side marketer members. According to the results of the latest ANA’s Trends in Agency Compensation survey, fees, particularly labor-based fees, are the most dominant method of compensation today.

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  • How to Make the Marriage of a New Client/Agency Relationship Last

    Industry Insights   November 29, 2022  

    Like marriage, client-agency relationships require a high level of investment, commitment, and long-term mindset to understand, grow together and respond to each other's needs.

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  • How Advertisers Can Give Their Agencies Actionable Feedback

    Industry Insights   November 29, 2022  

    Like marriage, client-agency relationships require a high level of investment, commitment, and long-term mindset to understand, grow together and respond to each other's needs.

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  • Building Better Agency Relations

    Event Recaps   November 17, 2022  

    Agency reviews and scoping are top of mind for agency relations professionals this time of year. Heather Kaster, director of marketing services at Beam Suntory, and Julie Backer, senior manager of strategic partnerships at Target, shared the approaches they take to enhance and improve the client/agency relationship to obtain the best business results.

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  • Shaping Agency Future Together

    Event Recaps   November 17, 2022  

    Bruno Gralpois, co-founder and principal of Agency Mania Solutions, shared existing advertising and partnership trends, which ones are likely to stick or vanish, and their implications on client/agency partnerships in 2023 and beyond.

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  • Fueling Better Creative Work By Creating More Trusting Relationships with Agency Partners

    Soundbites   October 26, 2022  

    AB InBev’s Marcel Marcondes doesn’t believe truly great creative work is possible without trust and explains how marketers can build better, more trusting relationships with their creative agency partners.

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  • Why Hershey Sometimes Lets Its Procurement Team Play "Bad Cop" When Working with Agency Partners

    Podcast Clips   October 17, 2022  

    The Hershey Company’s Sherry Ulsh explains why her brand deploys a “good cop/bad cop” approach, of sorts, to assist with agency relationship management, sometimes allowing the marketing procurement side to deliver bad news or a tough message to the agency.

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  • Procurement 2022: The Good, the Bad, and the Ugly

    Webinars   October 12, 2022  

    In this webinar, learn about a new report on the state of marketing procurement and get ten specific recommendations to improve the relationships between procurement and marketing and procurement and agencies.

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  • ANA/4A’s Agency Search Simplification Report

    Research Reports   September 29, 2022  

    The ANA and the 4A’s surveyed their respective members to understand the various pain points in the agency search process, as well as their value (or lack thereof) to the overall process. This report contains the results of that survey, as well as key findings, conclusions, and next steps.

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  • Giving Teeth to Agency Evaluations

    Forward   September 22, 2022  

    Creating an effective action plan takes a focused effort, but when done well, it can strengthen client–agency relationships and lead to better work with greater returns. Here are the key elements to a good action plan and the steps required to build one.

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  • Back to Basics for Agency-Client Relations?

    Champions of Growth   September 13, 2022  

    In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Caroline Reed, founder and CEO of Creed Consulting, about how to improve agency-client relations and stem the growing tide of agency account reviews among brands and organizations of all stripes.

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  • Is Your Preferred Partner Program Painful or Prosperous?

    Knowledge Partners   August 19, 2022  

    Agency Mania Solutions highlighted the value to brands of preferred partner programs, also known as P3.

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  • Looking for Better Agency Relationships? Ask Better Questions.

    Knowledge Partners   August 15, 2022  

    Agency Mania Solutions offered sample questions that can valuably be used to guide planning and scope alignment, briefing, and agency reviews.

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  • Guidelines for Diverse Media Suppliers When Doing Business with Buyers (Agencies and Marketers)

    Research Reports   August 9, 2022  

    Over the past year there has been an increased impetus from the ad industry to support diverse suppliers. The purpose of this guidance is to help buyers (agencies and marketers) and diverse media suppliers improve their ways of working together.

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