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Decideware’s Agency Management  Big 6 - Oct 2017

Below are the October articles of interest from key trade publications, with excerpts highlighting key take-aways. This month's selection includes articles on the types of agency-client relationships, turning an in-house agency best-in-class, as well as McDonald's global media agency review.  We hope that you find this month's selections informative and valuable.

1.There Are 4 Types of Agency-Client Relationships. Which One Are You In?

"Over the course of my career, I’ve seen all sorts of agency-client relationships. I believe long-standing partnerships are thanks to huge amounts of trust, communication and understanding. Trust is especially important. Almost all clients and agencies (98 percent, in fact) believe that a relationship that’s based on trust leads to better work.

But let’s be honest, not every agency-client relationship is perfect. Here are the four types of agency-client relationships we all may be in (whether we want to admit it or not)."

2. Procter & Gamble Just Won the Biggest Proxy Battle in History. What Does It Mean for Marketers?

And analysts believe this fight could affect the company’s agency relationships and how it spends its media budget.

“The bigger picture is that there’s huge pressure on P&G on how it goes to market to become more agile,” said longtime brand consultant and founder of Brand Simple Consulting Allen Adamson. “Big brands are under pressure across the board. They operate in relatively slow growing categories. How do you energize P&G’s portfolio brands and deliver faster market growth?”

3. Advertising trade bodies unite for ad-supported internet improvements

"In a move designed to improve the experience of an ad-supported internet, the heads of the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA) and the Interactive Advertising Bureau (IAB) have come together to ask the Coalition for Better Ads (CBA) to adopt a system that would stem the tide of poor ad formats.

In a letter sent to CBA — the unified leaders, that combined represent 2,400 brands, agencies, publishers, and technology companies — proposed that an industry-wide self-regulatory system be implemented."

4. Turning an In-House Agency Best-in-Class

"With marketing channels and content proliferating at an unprecedented pace, in-house agencies have proven to be cost-effective, nimble, and able to deliver a strong understanding of the brand and the strategic imperatives of the business. But there have also been concerns about the quality of talent an in-house agency can attract, the culture companies can create to foster the right level of creativity, and the echo chamber of inside thinking that must be balanced with outside perspective."

5. McDonald's Starts Global Media Agency Review

"McDonald's is beginning its first global media review in more than 10 years, now seeking to work with a roster of preferred agencies rather than a single partner.

OMD, the company's longtime media agency, will be participating in the process, McDonald's said. "Our long-term relationship with OMD remains strong," McDonald's said in a statement."

6. Average Creative Agency Account Win Shrinks by 38% as More Clients Move Work In-House

"Creative agencies around the world are competing for a smaller piece of the marketing pie.

The most striking number in international consultancy R3’s latest ad industry new business report concerns the size of the average U.S. creative account win, which is 38 percent smaller this year than it was in 2016.

This finding follows an August report that noted fewer overall new business opportunities for creative agencies around the world."


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