by Charlie Mathews. Doing something meaningful about the credit crisis is a national priority, which is why it’s great to see Pep Stores innovating by collaborating with a crowd-driven NGO to help pay off consumer debt.
by Herman Manson. With the support of the ACA and HumanInsight, MarkLives is setting out to explore how brands and marketers started on the path to transforming.
by Johanna McDowell. We pitch consultants met with four agencies — Virtue, Collab, Summerjax and BBH — on Day 2 of the AdForum Worldwide Summit Los Angeles, Tuesday, 9 April 2019.
by Johanna McDowell. Leading marketers met with agencies last month to discuss the thorny, and often misjudged, issue of collaboration among agencies for the purpose of achieving business objectives for marketers.
by Cheryl Hunter. This year, everything is about personalisation, integration and technology… not necessarily in that order.
by Tenielle Maris. Collaboration is a basic human instinct that has been engrained in each and every one of us since the beginning of time.
by TJ Njozela. Which of the two — talent or hard work — will help you get further in your creative career?
by Mike Silver. We’re already seeing brand experience sitting at the heart of more and more communication strategies moving forward.
by Johanna McDowell. What is really happening between clients and agencies in terms of agency collaboration?
by Erna George. Every now and then I cast my mind back to the days when I was a brand manager, and we worked with probably two partner agencies – one handling above-the-line work and the other our below-the-line activities. It was only every now and then that we made use of a specialist, such as a promotions or public relations agency.
Essentially, we would invest a massive amount of time and money to make that impactful television campaign, and all other elements flowed from this.
Fast forward to 2013 and the world has changed. Between social media, PVRs and many other distractions and channels, making that impact has become tougher. And the buzz in the marketing corridors is the need to move (quickly) towards greater collaboration and exchange across agencies.
Today, clients are looking for agency partners that can synergise with other partners. The new exchange is cross-collaboration, and the days of one agency as the only — or the core — partner is over. As an analogy, think back to when Daewoo was selling cars, washing machines and air-conditioners; consumers found it tough to believe one brand could be great at it all. Similarly, it is difficult for clients to believe that one agency can be specialists in every area.