One of the many benefits of our long engagement with the ANA’s Advertising Financial Management conference is the opportunity to meet an array of people who work in the business – representing marketing, procurement, finance and agencies.
One of the many benefits of our long engagement with the ANA’s Advertising Financial Management conference is the opportunity to meet an array of people who work in the business – representing marketing, procurement, finance and agencies.
The WFA recently announced that the Jury for the WFA Global Marketer of the Year selected the shortlist for this year’s award, featuring heads of marketing from Coty, Diageo, Ikea, Mastercard, Procter & Gamble and Unilever.
The WFA have announced its prestigious WFA Global Marketer of the Year Awards 2018 is now open to nominations.
The middle of the year provides a timely opportunity to touch base with your agencies.
These Northern Hemisphere summer months offer advantages in that the speed of business is relatively a little slower.
Marketers and agency teams might have a little more time to step back, think about their client-agency relationships and complete an evaluation survey.
Laura Forcetti, Global Marketing Sourcing Manager at the WFA recently posted an interesting article (Growing pains: Marketing procurement is moving beyond the ‘misunderstood teenager’ years, WFA, 28 June 2018) about the maturation of marketing procurement, where she further highlighted opportunities for practitioners to change industry perceptions of the discipline.
One area in which we are seeing a rising level of interest is Capability Management, where large advertisers are seeking to capture the intellectual property of what specifically their agencies can do for them (i.e. the services they provide and areas they specialize in).
In the past this information has generally resided in each marketers' head, but with the involvement of procurement and the desire to optimize the portfolio of agencies, organizations are now looking to formally capture and utilize this data.
Adweek not long ago highlighted the 50 year relationship between Publicis Groupe’s Leo Burnett and insurance giant, Allstate.
At a time when so much is written about the decline of long term client - agency relationships, this one receives plenty of interest.
The article reveals the five things Lisa Cochrane, Allstate EVP of integrated marketing and Nina Abnee, Burnett EVP of account management learnt from having survived and subsequently prospered from a difficult period in 2003.
They identify 5 important learnings to building a successful long term client – agency relationship:
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