As ISBA releases new guidance on intermediary fee structures, marketers are being urged to ask more questions about the commercial relationships shaping agency selection.
Getting more for less from your agencies is good news, but only in the short term – act now to protect your brand in an uncertain future.
Microsoft, Vodafone and Virgin veteran Cindy Rose will take over from Mark Read on 1 September.
Read will step down at the end of the year after 30 years at the agency holding group.
Car rental company Avis is on a mission to move away from its corporate messaging, used by its US counterpart to a strategy that aims to “tell more human stories”.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the challenge of navigating client-agency relationships to the need for CMO input in marketing degrees, it’s been a busy week. Here is my take.
Marketers discuss how honesty, trust and mutual alignment can build strong agency-client relationships in the latest episode of Marketing Week’s webinar series, The Lowdown.
As budgets tighten, brands are rethinking agency remuneration models, pushing for performance, transparency and measurable returns on investment.
As marketers come under increasing pressure, the ways brands and agencies work together are evolving.
Almost two-thirds of brands have outsourced work to an agency or third party over the past 12 months.
In an address to industry leaders and IPA members, new IPA president Karen Martin highlighted key challenges facing the ad industry, including short-term thinking, over-reliance on AI and a disconnect from human creativity.
Budget pressures, fragmentation of channels, intermediary pay-to-play fees and an “over-saturated” agency market, are making the traditional pitch process more “complicated and frustrating”.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
While around half (52%) of marketers believe they give clear and constructive feedback, less than a third (30%) of agencies agree, according to a new report.
Whether down to consolidation, a new CMO or a change in brand strategy, with marketers under increasing pressure to deliver more with less, agencies are often one of the first costs to be reviewed.