Why marketers are opting for upskilling
Charlotte RogersIn a period of post-Brexit uncertainty and potential recruitment freezes, marketers will need to embrace upskilling to maintain a competitive advantage.
Agencies
Almost 70% of agencies believe brands do not have enough media talent
Thomas HobbsAgencies and client-side marketers are some distance apart in their perception of the current levels of media talent, with agencies believing there is a dearth of talent at clients.
‘Marketers must work more closely with procurement’
Jonathan BaconMarketers are being urged to forge closer ties with their organisation’s procurement department following recent revelations about controversial media buying practices such as the use of agency ‘kickbacks’ and rebates.
5 things that mattered this week
Sarah VizardFrom Camden Town Brewery battling criticism of its takeover by AB Inbev and launching its first major campaign to the results of the investigation into media transparency in the US, find out everything you need to know from the past week in marketing
Marketers are taking control of programmatic to increase transparency
Jonathan BaconAs brands invest more in programmatic, ad fraud and transparency are becoming a growing concern causing many to switch agency or bring activity in-house in order to gain greater control.
How the BBC and Just Eat are using WhatsApp
Rachel GeeBrands using instant messaging apps such as WhatsApp and Snapchat might seem intrusive but as consumers use increases, companies such as Just Eat and the BBC are finding novel ways to engage with customers.
Marketers must take responsibility for media buying and fix the ‘disconnect’ with agencies
Sarah VizardThe Association of National Advertisers’ investigation into US media transparency has revealed how ‘pervasive’ rebates are. But it also reveals a lack of understanding about the media industry on the brand side and points to changes that must be made to boost the in-house talent pool according to marketers from Britvic and News UK.
What marketers need to know about the ANA media transparency report
Thomas HobbsMedia agencies in the US have been boosting their profits by keeping rebates and kickbacks from media buying, according to new report which found the practice is now “pervasive” among agencies.
Sir John Hegarty: ‘Brands today are populated by many people who don’t understand the basics of marketing’
Marketing WeekAhead of the Creative Business Symposium at SohoCreate, which is being held in partnership with Marketing Week sister title Creative Review, Sir John Hegarty shares his views on the role creativity should play in driving business growth and what it takes to be a modern marketer.
Brands’ relationship with their digital agencies ‘hits a roadblock’ as agencies ‘fail to keep pace’
Sarah VizardThe relationship between clients and their digital agency partners is deteriorating as a skillset gap and confusion over clients’ priorities harm the dynamic.
Mark Ritson: Agency kickbacks are turning media buying into a black box
Mark RitsonWith the major investigation into media buying kickbacks in the USA by the ANA about to conclude, and our own ISBA recently making headlines about the poor state of media agencies in the UK, Mark Ritson reviews what we have learned so far.
P&G’s Roisin Donnelly: Marketers too hung up on platforms will lose focus on consumers
Sarah VizardProcter & Gamble’s Northern European brand director Roisin Donnelly believes marketers are allowing themselves to be distracted by new digital platforms and are using “technology for technology’s sake” rather than actually focusing on consumers and their needs.
Unilever responds to Radiocentre ‘hip-hop advert’ targeting Keith Weed with rap of its own
Jonathan BaconCommercial radio trade body Radiocentre launched a new ad campaign that will dedicate each spot to a specific marketer, imploring them to spend more on the medium, with Unilever enlisting the help of the PG Tips monkey to respond to the plea.
5 things that mattered this week
Rachel GeeWith Instagram launching its new logo design to unify its family of apps and research highlighting that just 8% of brands are ‘very satisfied’ with their agency partners, here are some of this week’s biggest marketing stories.
Just 8% of brands are ‘very satisfied’ with their agency partners
Mindi ChahalAs more brands consider taking activity in-house, how is the client-agency relationship changing and do marketers have greater control?