Can common goals help agencies and marketing procurement build long standing relationships?
In December 2015, a radical announcement by a major FMCG client sparked debate about the future role and value of marketing procurement. In the press furore that has reigned, there has been much controversy over the sustainability of the procurement function, at a time when the global marketing industry is questioning the agency one-stop shop, retainers, time-based fees and reducing three-month pitch windows.
To restore calm and collaboration, ISBA’s COMPAG Group, a specialist marketing procurement community group, brought together COMPAG members, global...
How to run a global marketing campaign that meets local needs without damaging the brand
The number of media channels available to take advertisers global campaigns to market has grown significantly in the last decade. Alongside this, the growth in advertisers’ spends on marketing implementation is beginning to catch up. Well at least that is an assumption which can be made by the number of large networks that are spinning off their production units into fully fledged implementation houses, Omnicom’s Eg+ Worldwide being the latest. Whilst this makes sense for agency networks intent on protecting their margins, it is not clear whether advertisers and publishers will benefit. …
Can common goals help agencies and marketing procurement build long standing relationships?
In December 2015, a radical announcement by a major FMCG client sparked debate about the future role and value of marketing procurement.In the press furore that has reigned, there has been much controversy over the sustainability of procurement. …
Can networked agencies compete with the best collaborating independents?
The number of media channels available to take advertisers global campaigns to market has grown significantly in the last decade. Alongside this, the growth in advertisers’ spends on marketing implementation is beginning to catch up. Well at least that is an assumption which can be made by the number of large networks that are spinning off their production units into fully fledged implementation houses, Omnicom’s Eg+ Worldwide being the latest. Whilst this makes sense for agency networks intent on protecting their margins, it is not clear whether advertisers and publishers will benefit. …
How to successfully localise TV and online video adverts
Your budget requests have been signed off for your latest video advertising campaign. Now you need to deliver your message effectively across a number of different languages, markets and platforms. But where should you start? Several aspects need to be taken into account before you begin the creative production process. …
Are you feeling trapped by your Agency's out of date technology?
Don't allow your agency to lock you in with out-dated, difficult to use technology which is not the best fit for you. Go back a few years and every agency was building their own asset management, workflow and approval tools. Nowadays, you can work with agencies to specify, identify and pilot and implement the right off the shelf technology, which is suited for you. …
Localisation of logos and taglines in 5 simple steps
If you want to promote a free-to-play game or new mobile app across multiple markets, it’s important that your marketing campaign resonates with your target audience. In order for your product to launch with the desired impact, you’ll need a powerful cross channel global campaign that really speaks to your audience to encourage them to download the game/app. The logo and tagline remain the most important part of your campaign, if they do not connect with your audience then you’ll fall at the first hurdle, so localisation is key. …
Four reasons for finding partners that play well together
In a world of coupled processes, where organisations are trying to deliver captive end-to-end tech-enabled solutions, more and more global brands are looking to leverage and integrate the “best of the best” agency collaboration model as their world-class answer to a rapidly evolving market. …
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