This is the first article in a series of excerpts from our paper on How Modern Brand Strategies are Affecting the Agency Landscape. The article discusses business-to-consumer companies’ brand portfolio strategy trends, its effect on the creative agency industry, and how you should reflect those in your agency sourcing strategies.
I recently wrote an article about whether or not agency evaluation processes should be modified based on how some companies (such as Adobe, Deloitte and Accenture) have revised employee evaluation programs. Agency evaluations are ultimately performance evaluations of teams and individuals. Although obviously not your employees, your agency teams are often extensions of your marketing departments. Therefore, you can apply the same thinking when developing their evaluation programs.
This is the first article in a series of excerpts from our paper on How Modern Brand Strategies are Affecting the Agency Landscape. The article discusses business-to-consumer companies’ brand portfolio strategy trends, its effect on the creative agency industry, and how you should reflect those in your agency sourcing strategies.
This is the first article in a series of excerpts from our paper on How Modern Brand Strategies are Affecting the Agency Landscape. The article discusses business-to-consumer companies’ brand portfolio strategy trends, its effect on the creative agency industry, and how you should reflect those in your agency sourcing strategies.
Few would argue that the future of effective and successful advertising & consumer communications lies in the proper utilisation of multiple marketing channels via relevant messaging and content. Marketers are seeking better integration, and are looking beyond TV, print, banners and paid search.
AdAge recently posted an interview with Nissan CMO, Roel de Vries, who discussed the future of advertising agency models, but ultimately the discussion focused at many important areas that I want to explore bit further. I'm going to look at four key themes from this interview. Even though I'm in agreement with what has been covered in the article, I want to go bit deeper into explaining why.
Procurement, as a relatively new function, is still in the process of maturing, and the marketing category can be one of the most challenging to manage. The key differentiator from other indirect categories is that there is no singular or clear specification of what we should buy (with the closest spec we may receive being an agency brief). If we buy a service (or appoint an agency), we can only realize how it performed much later, after the campaign has been launched.
The best-practice of performance evaluations for individuals in the workplace is currently going through critical structural changes. Many blue-chip organisations have started to abolish the traditional annual performance review process. Adobe was one of the first companies to let go of an annual performance review process in favor of fluid, more frequent performance discussions that are focused on the delivery of specific tasks. Many more companies (i.e. Deloitte and Accenture) have adopted similar approaches.
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