While some say transparency is improving, as proprietary media becomes more widespread, advertisers share experiences of what has been described as a “murky” practice that, in certain cases, has deteriorated client–agency relationships.
The guidance aims to address how brands can approach transparency, governance and effectiveness when using proprietary media – the process of media agencies purchasing media inventory and reselling it to clients at a higher rate.
In a world where everybody else has been bolting letters on, taking letters off, splurging together and splitting apart, BBH has struck a fantastically on-brand message that marketers can learn from.
Despite evidence that creativity is the defining factor in ad effectiveness, risk aversion can kill creative ideas that could be genuinely transformative. Demand for instant wins isn’t going anywhere but that doesn’t mean there isn’t still a way to sell the big creative idea.
The traditional agency model is set to change as AI-powered agencies opt for a leaner, more creative model.
As demand evolves in real time, fuelled by viral trends and changing consumer behaviour, brands need more agile Search budgets to seize emerging opportunities. Dentsu’s Barry Loughran and Richard Dunton break down the approach marketers should take.
Omnicom has officially finalised its $13.5bn (£10.3bn) acquisition of Interpublic Group (IPG), to make the world’s largest ad holding company, with experts saying it marks the emergence of a “new marketing and agency model”.
Virgin Money’s Will Morris and mFuse’s Marcus Reynolds explain how the bank made the business case for agile budgeting in Search, which led to consecutive record months for conversions.
Audi’s UK marketing boss says its four-decade partnership with agency BBH has allowed the car marque to “be bolder than most brands would dare”.
With AI now the norm, B2B marketers reveal how it’s reshaping agency spend, expectations and the future of client–agency relationships.
Two-thirds of B2B marketers say AI is increasing efficiency and productivity, amid cuts to agency spend.
Channel 4 has launched Partner Lab, a new in-house team designed to work more closely with brands and to streamline brand collaborations across TV, streaming and digital platforms.
Hearst UK, the parent company of Good Housekeeping, Elle and Cosmopolitan, has made marketing a core part of its business, shifting from a “Hearst-first” to a “customer-first” approach to drive growth.
As Domino’s renews its partnership with Havas Media Network for the 27th year, its CMO and the agency’s CEO discuss the traits needed to maintain a long-lasting relationship, including trust, communication and being “aligned” on the same goal.
As ISBA releases new guidance on intermediary fee structures, marketers are being urged to ask more questions about the commercial relationships shaping agency selection.