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Decideware’s “Agency Management Big 5” - Jan 2017

Each month, Decideware will highlight articles of interest from key trade publications such as AdAge, ANA's Smartbrief, Campaign Live to give Marketing and Procurement professional the latest news and relevant industry information. If you are involved in managing client-agency relationships, we hope that you find this information valuable and informative:

P&G Tells Digital to Clean Up, Lays Down New Rules for Agencies and Ad Tech to Get Paid

"The days of giving digital a pass are over," Mr. Pritchard said, urging the rest of the ad industry to follow P&G"s lead. "It's time to grow up. It's time for action."

One step that P&G is taking is to require "any entity touching digital media" it buys to get accredited during 2017 by the Trustworthy Accountability Group, a joint initiative of the Association of National Advertisers, 4As and IAB.

Ogilvy to discard all sub-brands in move toward centralized structure

The global array of Ogilvy brands is consolidating into "a single, branded, integrated operating company," according to Ogilvy & Mather Worldwide Chairman & CEO John Seifert.

The consolidation plan began to form 18 months ago, when Seifert told WPP CEO Martin Martin Sorrell that he wanted to unify Ogilvy within WPP Group. "I felt that we had become a bit of a holding company within a holding company," Seifert said.

Ad Agencies on Defensive as DOJ Production Probe Widens

The Department of Justice's probe into ad agency production practices and potential bid-rigging is ramping up, putting even more pressure on an industry that just can't seem to escape scrutiny over its business practices.

"When the feds start issuing subpoenas, it's pretty damn serious. There are probably some nervous individuals in agencies right now," said Douglas Wood, senior partner at Reed Smith and general counsel to the Association of National Advertisers.

Why Creative Agencies Need to Think Like Consultants in 2017

Data is a key tool for consultants, and it needs to become one for creative strategists too. In the days of one-size-fits-all marketing, CMOs simply asked, "What's the best way to boost sales?" Raising awareness of the product was typically the answer, and the best tactic was a creative advertising campaign. But brand awareness is not enough today; you need to also create a great customer experience. Marketers have realized this and are now using data to see what entices customers and what doesn't.

For agencies, this means embracing the data-driven approach consultants have long championed. The year 2017 will be a turning point for agencies. Those that aren't singularly focused on technology to scale the customer experience may find themselves up for review.

Agency-Client Therapy: How to Build Stronger Partnerships

Nearly two-thirds of leading U.S. advertisers are planning creative agency reviews in the next year. Almost as many, 64%, will review media shops, and 61% are prepping to review digital agencies, according to a report from Advertiser Perceptions.

McDonald's, though, went a different route when it brought on Flock Associates about a year ago to change the way it works with agencies and "set up to win for this very complex world we're living in," said McDonald's USA Chief Marketing Officer Deborah Wahl. The company needed to adjust its agency model, but before diving into the review, it had to make sure "we were crystal clear in what we're trying to accomplish," said Ms. Wahl.