Insights into what's on the mind of CMOs and senior executives, their challenges, and expectations.
Agencies Developing Business Solutions
This list, compiled by 4A's Ressearch Services, looks at how agenices have used creative thinking to provide innovative, game-changing, business building ideas for their clients.
4A's-ANA Agency Advertiser Value Survey
In 2007, the 4A's and ANA conducted parallel surveys designed to assess agency and client attitudes and activities in the following four areas:
- how agencies add value to the client's business
- how advertisers add value to the agency-client relationship
- the degree of interest in value-based compensation
- possible barriers to changing compensation practices to value-oriented methods.
The Rise of Advertising
Bob Schmetterer (President and COO od Havas and Chairman of EURO RSCG Worldwide at the time) makes a plea for agenices to apply creative thinking to their clients' business strategy in this classic speech.
Ad Agency Service: In House or Independent?
This classic 4A's publication presents arguments for and against using an agency.