Why Sainsbury’s Sarah Ellis made the rare move from brand to agency
Russell ParsonsGravity Road’s international client base and flexible working opportunities attracted Sainsbury’s former head of marketing strategy to the role.
Gravity Road’s international client base and flexible working opportunities attracted Sainsbury’s former head of marketing strategy to the role.
Media transparency has become a major issue, but brands including Pernod Ricard, O2 and B&Q are taking steps to ensure they have more control and a better understanding of where their spend is going.
The boss of WPP says that while there is increasing scrutiny around the effectiveness of digital, this has not pegged back the growth of Google and Facebook.
Plus Fox follows YouTube with six-second ad format, Comcast brings blockchain technology to TV advertisers.
Marketers do not lack the skills needed to work agency side but few make the transition, with loss of control and lower pay cited as two of the main concerns. However, those that make the move have the power to change agency relationships for the better.
If you expect constantly cheaper prices from media reviews without compromising quality you have misunderstood the industry, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.
Plus the anti-terror ad gaining popularity in the Middle East, PwC acquiring design agency Pond and ISIS using fake eBay and Gumtree ads to lure victims.
M&S defends its decision to drop its marketing budget, while Walkers sees its social media campaign hijacked by Twitter trolls.
Marketers are increasingly moving away from paying their agencies based on fees and incentives and instead adopting compensation models in a bid to ‘simplify’ pay models, according to a ANA report.
McDonald’s gets in hot water for an ‘insensitive’ ad and Unilever toasts more growth for its sustainable brands.
Media agency consolidation and margin pressure from procurement departments mean kickbacks take precedence over clients’ interests, while online media buying still isn’t transparent enough, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.
If I aspired to a career in agency-land, would I join Ogilvy & Mather’s branded house or Publicis’s house of brands? An excellent question, and here’s why I don’t have an answer.
Clients believe they are getting better at briefing a “single-minded proposition”, but agencies remain frustrated with channel-specific briefs.
The flexibility of affiliate marketing is enabling brands to engage with a network of global influencers who are looking to promote their products worldwide, explains Awin’s global client strategy director Kevin Edwards
By filtering out irrelevant communications, practitioners can avoid time-wasters and focus on useful information, says Vuelio’s content manager James Barber