The Right Data For the Right Decisions. Using the Right Technology. Our client, DANA SMALL – otherwise known as Ms Category Management saved $5M in advertising spend across her multi-year implementation of RightSpend as an Advertising Agency Management tool. In her words, ‘”RightSpend revolutionised the services procurement marketplace”. Here we share an edited extract of …
Benchmarking may be invaluable when it comes to cutting costs but it is actually just the tip of the value-added iceberg. Benchmarking has become a critical touchpoint for brands. After the World Federation of Advertisers launched Project Spring – an initiative focused on transforming some of the complexities and negative practices impacting marketing procurement – …
Leverage data to ensure that your agency is not complacent and that your budget is being maximised and managed properly Data has become a critical component in ensuring that brand-agency relationships and collaboration are managed transparently and that budgets are being maximised and managed in line with everybody’s expectations. When every part of the …
Leverage data to get agencies working harder & smarter for you Read More »
Clarity is crucial at all stages of a brand-agency relationship. It allows both parties to be on the same page, to know exactly what to expect within a project and it gives you the confidence to have more productive negotiations, and ultimately receive better work. Clarity in the scope of works Being clear in your …
When stakes are high, emotions can run high. Agency negotiations can often challenge the stamina of both parties and ultimately test who can keep their cool. Emotion, although natural, can ruin negotiations, and damage agency-brand relationships in the long run. Not only does emotion detract from the main purpose of the discussion, but it also …
The power of transparency in agency relationships should not be underestimated It’s especially important when working closely with agency partners. As a marketer, you are investing and trusting an external party with your brand: something that needs to be constantly monitored and reviewed. Agencies need to have open lines of communication, and have regular check-ins …
The key task when working with an in-house agency is working out your ‘why’. There are an array of reasons why brands may use in-house agencies (IHA), and cost is often not the sole consideration.
A price that combines the commitment of retainers with the flexibility of project-based work.
Seeking reactionary solutions in an uncertain world, the requirement for marketers to do more for less has become increasingly important.
When it comes to agency rate cards and benchmarking, an old adage comes to mind: always compare apples with apples. It sounds simple, until some know-it-all points out that there are 7,500 varieties of apple in the world! So, there are layers of complexity even within this simple matter of choice. The same is certainly true …
It’s a pretty big understatement to say, it’s been some year, so far. We didn’t expect and couldn’t have planned for the past six months and no doubt further change and challenges lie ahead. So now we’re in the second half of 2020, what advice can we offer to marketing procurement professionals in brands, to …
In the heyday of the Advertising Agency, Mad Men, Don Draper may’ve been an enigma but the creative campaign was simple and so were his billing structures. Now, it’s anything but. More channels, more content, more opportunities, equals more complex advertising agency costs. Transpires, it’s not just the glamorous allure of 60s Madison Avenue we’re …
The photography landscape is evolving. There are more types of imagery a photographer can create today than at any other time in history. The future looks like it will contain more creative opportunities for image makers. However, there are more photographers than ever who can do the everyday work which is now having an effect …
Can a more defined Production Structure Help Agencies Succeed? The idea that there is a broken agency model is something that’s been kicking around the advertising world for a while now, with few concrete ideas to suggest what might replace it – until recently. The Association of National Advertisers’ conference in 2018, PepsiCo president Brad …
We know agencies use Freelancers. It’s a great way to plug the gap when talent is in short supply. What we don’t know, is the impact Freelancers have on a brands bottom line. It’s much trickier to track what you’re paying when using this model. But it is possible to assess successfully assess freelance talent …
Once upon a time, if you wanted the best agency with the best talent, you had to go to the big smoke to find it and pay a premium. Location has always affected marketing benchmarks in agency pricing. But now, more than ever, we can and do, seek and recruit for the best (and most …
Why Location, Location, Location no Longer Matters for Advertising Agencies Read More »
Marketing Technology is an ever transforming, exciting landscape and we’d be remiss if we didn’t address what the future holds for the Martech Stack. Let’s start from the beginning. What exactly is a Martech Stack? A Marketing Technology Stack is used to describe the software, systems and tools Marketers leverage to optimise their marketing activities – …
