Why major brands are pledging to make pitching more ‘positive’
Michaela JeffersonISBA and the IPA’s newly launched Pitch Positive Pledge aims to ensure all pitch processes are necessary, efficient and mindful of mental health.
Why web accessibility must be a staple offering among agencies’ services
Marketing Week PartnerMaking web accessibility standard practice expands a company’s reach to the 15% of global consumers living with a disability, as well as mitigating legal risks.
Clarity, simplicity, insight: The key elements of a successful marketing brief
Manny PhamMore than a third of marketing budgets are wasted due to “terrible” briefs, according to a study published this week, but there are steps marketers can take to ensure the brief hits the right note.
How rethinking ‘value’ can improve effectiveness
Robin BonnThere’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
Do you have a marketing philosophy?
Tom RoachFrom Delony Sledge to Fernando Machado, marketers with a coherent brand philosophy produce better and more consistent advertising.
Pitches aren’t won on ideas alone, they are won on chemistry
Secret MarketerShowing commitment, energy and passion is far more important than gimmicks and big ideas when it comes to pitching.
Can marketers restore trust and transparency in agency relationships?
Michaela JeffersonMarketers are becoming increasingly disenfranchised by the lack of transparency in agency relationships, but there are steps that can be taken to help restore trust.
Marketers must rethink campaign production to become more sustainable
MaryLou CostaThere’s a gap between marketing and wider business sustainability goals – but a new report highlights what action marketers can take to bridge it.
Oystercatchers hires Posterscope’s Gill Huber as managing partner
Michaela JeffersonThe former agency boss replaces Jude Bridge at the helm of the marketing consultancy.
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Digital is a downstream discipline
Helen EdwardsBrands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.
BBH deploys creativity in search of an unfair competitive advantage
Matthew ValentineBBH impressed the judges with the consistent application of its mission to achieve effectiveness through creativity, an approach which saw it named Marketing Week Masters Agency of the Year.
Why one CEO abolished the corporate hierarchy to promote progression
Charlotte RogersBy getting rid of line management, cutting ‘head of department’ roles and making progression a twice-yearly goal, Jellyfish CEO Rob Pierre claims to have radically overhauled the corporate structures holding back talent retention.
Why network agencies aren’t dead yet
Robin BonnDespite the demise of network agencies being greatly exaggerated, to thrive in 2021, marketers need to choose their agency partners more carefully than ever.
How the Ideas Foundation is inspiring the next generation of creatives
Matt BarkerCharity founder Robin Wight explains why educating and encouraging young people from disadvantaged and diverse backgrounds is vital if the industry is to ever be truly inclusive.
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Design deserves the same status as advertising in marketers’ plans
Helen EdwardsAdvertising generally takes precedence over the more modest discipline of design when it comes to brand strategy, but marketers should recognise that they have the same influence over consumers’ perceptions.