Budget pressures, fragmentation of channels, intermediary pay-to-play fees and an “over-saturated” agency market, are making the traditional pitch process more “complicated and frustrating”.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
While around half (52%) of marketers believe they give clear and constructive feedback, less than a third (30%) of agencies agree, according to a new report.
Whether down to consolidation, a new CMO or a change in brand strategy, with marketers under increasing pressure to deliver more with less, agencies are often one of the first costs to be reviewed.
Top marketers from Nomad Foods, The Telegraph and PwC discuss the rise of AI, winning over the board and when to outsource.
Virgin Media O2’s marketing director Simon Valcarcel and Charles Vallance, founder of VCCP, Marketing Week’s Agency of the Year, discuss the importance of honesty and consistency during their 23-year partnership.
Uncommon scooped the inaugural Grand Pearl award at the Oystercatchers Awards 24.
Creating a great campaign is by nature a ‘poorly defined problem’, so brands must bring clarity to the agency relationship, not just wait for magic to happen.
Having added Co-op and Primark to its roster in the past 12 months, VCCP credits its “challenger” mindset for helping clients grow value sales and market share.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
With principal-based media – the process of media agencies purchasing media inventory and reselling it to clients at a higher rate – reportedly on the rise, some caution against it while others see potential cost savings.
Omnicom’s acquisition of IPG will create the world’s biggest holding company, but while some suggest it will have little impact on clients, others believe it will be bad news for brands.
Do brands have a blindspot when it comes to choosing London-based agencies over talent outside the capital?
Brands shouldn’t leave it to their agencies to prove marketing’s impact, but working closely with them creates a virtuous circle of learning and improvement.
According to WFA figures, 80% of brands are concerned about how their creative and media agency partners are using generative AI and 58% are expecting to pay less for their agencies where AI is deployed.
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