The advertising veteran and Ogilvy vice-chairman explains what needs to be done to propel marketing up the value chain, the folly of trying to apply science to marketing and the battle between effectiveness and efficiency.
Discrimination against experienced older employees in ad land leads to missed opportunities and lost revenue. It’s high time the industry adopts a more mature approach.
Mark Read says that while WPP has seen greater demand to bring client and agency teams closer together, in-housing still remains too big a challenge for most companies.
From titans of industry to serious misconduct investigations, this year high-profile founders lost their shine as employees and brands seized back control.
The merger of Wunderman and JWT into Wunderman Thompson shows the key challenge of consolidating agencies: while necessary, it’s complicated by their commoditisation and lack of differentiation.
Marketers have long needed to do more for less but there’s a commercial and moral case for investing more in agencies and improving wellbeing in the industry.
Cilla Snowball was honoured with a ‘lifetime achievement award’ at last night’s Oystercatchers Awards, while AMV BBDO, Grey London and Isobel also walked away with prizes.
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
The former boss of WPP says creativity is at the centre of what his new company, S4 Capital, does but admits the nature of creativity has changed due to the rise of data.
Rather than pretending they can deliver every element of a campaign, agencies should recognise their strengths and work with partners or even competitors to create value for clients.
As WPP returns to growth for the first time in a year, new CEO Mark Read says there are many things the business can do differently and better – and that focusing on the clients is a good place to start.
While Sir Martin Sorrell turned WPP into a huge corporate success story, its entire brand was defined by his personality. The switch to Mark Read offers an opportunity for WPP to create a corporate brand that can attract the best talent and help it position for the future as it looks to navigate challenging times for the industry.
Designers now see the need to work to clear objectives and measure their work according to financial returns, offering marketers not just creative inspiration but a partnership in driving growth.
Cannes Lions 2018: As attitudes change in the post #MeToo era, brands from publishing to tech are tackling the lack of female representation in their workplaces head on.