Advertising 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.
AB InBev’s in-house agency draftLine has quadrupled in size since it began in 2019 and is now setting its sights on a new test and learn lab.
What is content orchestration? And how can it help agency business models?
With the pandemic still around and the economic outlook gloomy, agencies need to help brands find creative solutions to the problems they face.
ITV believes its “honest, direct and organic relationship” with creative agency Uncommon is helping the broadcaster radically change perceptions and increase its relevance within society.
The economics of agencies mean they often have to hire a large group of juniors to work on the cheap but they should start putting a premium on experience, even within digital.
Agencies and marketers have got to know each other better over Zoom during lockdown, but in the future brands will rely on partners who can combine insight with agility.
The emotional connection that makes a consumer want to buy comes from making them feel the truth of what the brand promises, according to the founders of branding and design agency JDO.
Brands across the marketing spectrum are reaping the rewards of joining forces with design at the start of the strategic process.
BBH 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.
It’s not just agencies who hold outdated views on procurement. Marketers would also benefit from a refreshed perspective.
Adam&eveDDB deserves recognition for its outstanding creative work but with its creative nous it should know it’s time to drop the adam&eve name for the good of the wider DDB brand.
The former Marks and Spencer, Mothercare and Save Children marketing boss replaces Phil Edmonds at the helm of the marketing consultancy.
Mark Read has been in the WPP hot seat for a year. He tells Marketing Week editor Russell Parsons about being tasked with serving more demanding clients in the face of profit pressure and increased competition.
Former EMI CEO and BBC marketer will join marketing production services provider in January.