Digital marketing: the blurring between agency and client worlds
It is clear to us all that times are changing in the media arena and that the lines of responsibilities (or rather outcomes) are blurring.
With an ever increasing level of sub-contracting and work sharing going on amongst digital agencies/providers, it has become harder to measure the strength (let alone the boundaries) of a solitary agency, devoid of the numerous value contributors that now feed into it.
The digital debate - are digital budgets being wasted?
The importance of being able to assign tangible ROI to a multi-faceted marketing campaign that uses both traditional and digital methods is a top priority to brands, according to participants on our recent digital marketing panel discussion.
Aligning procurement to get more from your marketing spend
The marketing landscape is an ever evolving entity; with trends, movements and best practices as changeable as the wind, marketers face the often insurmountable challenge of constantly staying ahead of their competition. And, while there are many opinions on where marketers should be focussing their attention, or “the biggest challenges for CMOs today” (a quick google search will deliver a plethora of articles), something that will always remain a critical consideration for marketers is the ability to get more from their marketing spend.
The length of a relationship between marketing agency and client is often a relatively accurate measurement of a successful partnership. Though every agency-client relationship is structured differently, particularly now with so many specialist agencies in the market, recent studies suggest a typical contract length is in the vicinity of three years. That’s not a very long time, particularly when compared to the typical relationship length between company and legal representation or company and auditing firm (and also when taking into account the time it takes to on-board a new agency).
Procurement is the 'marriage counsellor' between agency and client
I’ve been noticing more and more the disconnect between agency fee and creative output. My observation is that a significant number of buyers (more than you might think) that pay a premium on agency fees, rarely get the best creative work. This observation fuelled a recent panel discussion I sat on during this year’s Advertising Week Europe.
Reducing marketers' scepticism of procurement's value-add
A few articles have begun to crop up around procurement's relationship with various business stakeholders (their customers) - with finance being a primary focal point. However, another pot has begun to bubble from discussions heating up around the value procurement teams' can deliver their marketing department.