More Gain, Less Strain

Optimizing Marketing Partner Performance and Value in a Digital World

In partnership with:

Overview

A wide range of forces and factors are testing traditional agency-client relationships, multiplying marketing procurement needs, complicating purchasing cycles worldwide, as well as reshaping and diversifying the marketing mix. In addition, evolving agency models and alternative marketing service providers and channels are demanding new evaluation and assessment practices, closer linkage of measurement criteria to business value, and better ways to quantify and justify global marketing spend and agency investments.

Harmonizing, synchronizing and unifying distributed agency assets and global marketing resources across both demand and supply chains, necessitates the deployment of database and process-driven operational marketing models and performance platforms that further accountability, output, productivity, efficiency and effectiveness. Closer alignment and linkage with procurement and purchasing professionals within global enterprises is also enabling marketers to bring greater rigor, structure and discipline to the agency consideration, evaluation, selection and review process.

This authority leadership initiative combined qualitative interactions with senior global marketers in top advertiser organizations with a comprehensive quantitative audit of both operational marketing and agency account management stakeholders involved in the supplier relationship, performance and procurement process.

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Studies & White Papers

Articles

February 8, 2012 - Does 'Liking' a Brand Drive User Loyalty - The Financial 

 January 12, 2012 - Bank of America Launches Global Agency Review - AdWeek.com

January 11, 2012 - Agency Specialization Seen Key to Clients  - MarketingCharts.com

January 10, 2012 - How to Be a Better Agency Client - AdAge.com

January 9, 2012 - Bacardi CMO Shares Agency Advice From Simon Clift - AdAge.com

January 9, 2012 - Respect, Trust Key to Healthy Ad Relationship - AdAge.com

January 9, 2012 - More Marketers Going Long With Super Bowl Spots - AdAge.com

January 2, 2012 - Super Bowl Ad Time Sells Out - USA Today

December 19, 2011 - Ad Spending Slowed to a Crawl in the 3rd Quarter, Report Finds - The New York Times

December 14, 2011 - The Insidious Impact of Project-Based Agency Relationships - ClickZ.com

November 9, 2011 - Agency-Client Relationship: Still Crazy After All These Years - MediaPost

November 9. 2011 - Social, Mobile Ramp Up Ad Dollars, Interactive On Rise - MediaPost

October 24, 2011 - Study Finds TV Stil No. 1 With Advertisers - MediaPost

October 21, 2011 - Economy Fuels Ad Shifts From Traditional To Online - MediaPost

October 20, 2011 - Digital Approaches Tipping Point, Narrows Ad Agency Gap To Just One - MediaPost

October 12, 2011 - Global Online TV, Video Revs Hit $22B In 2016 - MediaPost

October 11, 2011 - Online Ads Propel Mass Media Gains In 2012 - MediaPost

October 5, 2011 - Digital Challenges Encourage Agencies, Media To Transform Industry - MediaPost

October 4, 2011 - Communication Improves Agency-Client Procurement Talks - MediaPost

September 26, 2011 - Ad Spend: U.S. Slows, But UK Declines - MediaPost

September 22, 2011 - Nielsen Discloses Major TV Ratings Glitch, Could Impact Millions In TV Ad Buys - MediaPost

September 20, 2011 - 88% see outdoor ads in run-up to shopping - The Drum

September 19, 2011 - Ad Growth Slows, But Key Categories Soar - MediaPost

September 19, 2011 - Top 50 b2b advertisers boosted spending 7.5% in 2010 - BtoB Online

September 13, 2011 - US Ad Expenditures Up 3.2% in 1st Half 2011 - MarketingCharts

September 12, 2011 - U.S. Ad Expansion Slows As Largest Advertisers Hit The Brakes - MediaPost

August 31, 2011 - Cable Experiences Little 'Breakage,' Advertisers Not Cutting Cords - MediaPost

August 31, 2011 - Forrester: Interactive Spending to Reach $76.6B by 2016 - MarketingProfs

August 26, 2011 - Is television the next mobile frontier? - Mobile Marketer

August 24, 2011 - Media buyers warn ad budget cuts may be ahead - BtoB Online

August 23, 2011 - Millennials Research Offers Insight for Network Marketers - MediaPost

August 22, 2011 - Millennials: Big On Cause-Marketing, Not On TV - MediaPost

August 17,2011 - Video, Search Ads Most Inspiring - MarketingCharts

August 16, 2011 - 85% of Online Americans View Digital Ads - MarketingCharts

August 8, 2011 - CMOs Using Less Agencies, More Collaboration - MediaPost

August 5, 2011- Nokia Drops Global Ad Agency in £80 Million Marketing Reshuffle - The Next Web

July 29, 2011 - If the Client Was Always Right, It Wouldn't Need an Ad Agency - AdAge

July 28, 2011 - Agency Execs: Ad Budgets Slide In Q2, Digital Continues To Rise - MediaPost

July 26, 2011 - Internet-Connected TV To Grow 36% By 2016 - MediaPost

July 19, 2011 - Upfront: Trad TV Dollars Pivot Into Digital Channels - MediaPost

July 12, 2011 - Instead of an Agency Review, Consider 'Marriage Counseling' - AdAge

July 11, 2011- How In-person Meetings and Phone Conversations Will Save Your Client-Agency Relationship - Ad Age

June 28, 2011 - TV Holds: Young Adults More Likely To Media Migrate - MediaPost

June 27, 2011 - Advertisers Say Spending Is Going One Way: Up - AdAge.com

June 26, 2011 - The World's Best Commercials, 2010-11 - Adweek

June 21, 2011 - Why Ad Agencies Should Act More Like Tech Startups - Fast Company

June 20, 2011 - Want to Work for Diageo? CMO Talks Emerging Markets, Agency Relationships at Cannes - AdAge.com

June 20, 2011 - Unilever Goes Small: a Warning to Big Agencies? - AdAge.com

June 14, 2011 - Diageo Parts With CP&B, Puts Cuervo Account in Review - AdAge.com

June 14, 2011 - Virgin America Shifts All Media Business to Eleven - AdAge.com

June 14, 2011 - 10 Essentials for an Effective TV Commercial - The Houston Chronicle

June 14, 2011 - TV ad revenues still strong, says PwC study - Channel News Asia

June 14, 2011 - Producing Effective TV Ads - All Business

June 13, 2011 - Ad Revs Perk Up 4.4%, Cable TV Spend Skyrockets - MediaPost

June 10, 2011 - Money Tree: TV Advertising Hits Nearly $19 Billion - MediaPost

May 27, 2011 - Agencies Should Demand Better Briefs From Their Clients - AdAge.com

May 15, 2011 - TV Networks Expect a Jump in Spending on Commercials - The New York Times

March 4, 2011 - TV Advertising Hits Nearly $19 Billion In 1Q - TV News Check

April 28, 2011 - 'Modern Family' Cast Has Commercial Success - Yahoo! TV

April 18, 2011 - For Top CMOs, TV Remains Surest Bet for Advertising - AdAge

April 18, 2011 - The Effectiveness And Targeting of Television Advertising - Harvard Journal of Economics & Management Strategy

February 14, 2011 - Why the Client-Agency Bond Just Isn't What It Used to Be - AdAge.com

February 14, 2011 - For Some Shops, Agency-Client Relationship Now Involves Sharing Spaces - AdAge.com

February 14, 2011 - Old and Improved: Relationships That Last for a Century - AdAge.com

February 7, 2011 - Best Super Bowl Commercials 2011? You Decide - CBS News

February 7, 2011 - The Top 5 - Ad Forum

February 7, 2011 - 2011 Go Daddy ads some of their most successful - KTAR.com

April 26, 2010 - How to Save the Troubled Agency-Marketer Relationship - AdAge.com

August 24, 2010 - TV ads more 'effective than online', says poll - BBC

August 12, 2010 - Top 4 Simple, Yet Effective Ad Campaigns - Sparxoo

September 7, 2010 - Official World Cup Sponsors Show Higher Effectiveness with TV Ads - Nielsen Wire

April 2, 2009 - Magazine, TV Ads More Effective than Ads Online - Marketing Charts

February 26, 2009 - Do TV Commercials Make You Happier? - Time Magazine

 

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