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The “Pricing Continuum” ranges from classic/true cost-plus arrangements at one end of the spectrum to pure value added/results based methodologies at the other end of the spectrum.
G2 Worldwide, a top-five global activation marketing agency, today announced the opening of its first Canadian office, which will be located in Montreal.
A new Middle Eastern alliance, called BPG Maxus, will offer media services and solutions including strategic planning, implementation and buying, analytics, and digital communications throughout the Middle East and North Africa regions.
According to the co-authors of the 13 Commandments of Recovery Marketing, the opportunity to put creative thinking to work, build value and drive business is there for everyone. They encourage all marketers to keep Draftfcb’s 13 Commandments in mind as they go for it.
4A’s/ANA Agency/Advertiser Value Survey In the late spring of 2007, the 4A’s and the Association of National Advertisers conducted parallel surveys designed to assess agency and client attitudes and activities in 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 […]
MindShare announced a global reengineering of its business structure that streamlines the company’s operations by integrating traditional and digital services into a full-service marketing agency powered by best-in-class media services.
On May 29, 2008 Lorraine Rojek and three RCG clients talked about the importance of clear agency values and culture as well as the leading causes of agency changes. “The Marketers View—Leapfrog Mine Fields and Exceed Client Expectations” featured Alltel Communications VP Marketing Erin Taylor; Royal Caribbean SVP Marketing Alice Norsworthy and White Castle VP Marketing […]
The 4A’s was pleased to host the next in its “Tips, Tools & Tactics” New Business Webinar Series on January 31, 2008, featuring leading agency search consultant Catherine Bension, President and CEO, Select Resources International. Ms. Bension shared her extensive experience with helping clients assess digital communication and emerging media agency resource needs, and highlighted best-in-class […]
In November, 2007, the 4A’s hosted another Webinar in its “Tools, Tips, and Tactics” series: “Working With Search Consultants, Featuring Mercer Island Group’s Steve Boehler.”
This position paper addresses trends in client/agency conflict policies and reflects consideration of these issues by the 4A’s New Business Committee.
This position paper addresses the issue of whether to include agency contributions to retirement plans and new business costs when calculating agency overhead. The 4A’s position is that these necessary costs should be included in overhead when calculating agency fees even though some advertisers and agency search consultants disagree.