Vlad Komanicky

Recent Posts

How Modern Brand Strategies are Affecting the Agency Landscape (Pt 4)

Posted by Vlad Komanicky on Nov 2, 2015 11:00:00 AM


 

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.

Lessons Learned from the Implementation of a New Agency Performance Management Framework

Posted by Vlad Komanicky on Oct 26, 2015 11:00:00 AM



Agency Evaluation Principles

 

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.

How Modern Brand Strategies are Affecting the Agency Landscape (Pt 2)

Posted by Vlad Komanicky on Oct 14, 2015 11:04:00 AM


 

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.

How Modern Brand Strategies are Affecting the Agency Landscape (Executive Summary)

Posted by Vlad Komanicky on Sep 30, 2015 11:02:00 AM

 

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.

The Importance of Marketing Communications Mix, Data & New Technologies

Posted by Vlad Komanicky on Sep 21, 2015 5:12:00 PM

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. 

Sustainable Savings in the World of Marketing Procurement

Posted by Vlad Komanicky on Sep 16, 2015 5:30:00 PM

Marketing Procurement Dilemma

How to Develop Quality Relationships with Agencies and Deliver Savings at the Same Time

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.

Will the Revolution in Performance Evaluations Affect the Way You Evaluate your Agencies?

Posted by Vlad Komanicky on Sep 7, 2015 5:12:00 PM

 

Critical Changes Occuring

 

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.