49 Marketing Trends found for Agencies / Creative


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Brands and Agencies Want Results From AI -- Not a "Calgon Moment"

Trend Summary: Here's What marketers want from AI platforms?


De-stressing marketers and their ad agencies from the day-to-day complexities of marketing strategies might be a noble [if unachievable] goal despite which it remains  a ...

[Estimated timeframe:Q1 2018]

... secondary concern when it comes to adopting AI.  

When the first scalable artificial intelligence marketing solutions came to market in 2016, brands adopted them more quickly than agencies.

However, neither brands nor ad agencies rushed to embrace AI because of its shiny packaging.

A meagre 11% response to peer pressure of brand respondents, plus just 8% of ad agencies, explored AI because they wanted to try the latest new marketing tool or exotic technology.

Be that as it may, seven out of ten respondents [brands and agencies] cited “increasing the value of our marketing investment” as a key motivating factor for adopting AI.

Brands, which have greater impetus to control costs [they can’t be passed along to clients] were especially keen on this reason: 83% of respondents, compared with just 58% of agencies, cited cost containment as an important factor.

For agencies, increasing campaign productivity [making themselves look good to clients] moved the needle, while 33% investigated AI systems because their current manual and/or technology-aided efforts had flatlined.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7351

Consultancies, Publishers and Tech Firms Threaten Ad Agencies In Asia Pacific Region

Trend Summary: Consultancies and publishers are disrupting the advertising agency model in Asia Pacific.


According to a two-part series sponsored by UK based ad trade trade journal The Drum, management consultancies, publishers and technology firms are starting to offer their clients ...

[Estimated timeframe:Q4 2017]

... digital marketing and advertising services in the Asia Pacific region.

This trend has seen traditional ad agency businesses experiencing  major disruption over the past couple of years, as management consultancies, technology firms and publishers have started to offer digital marketing and advertising services to their clients, either by acquiring creative and digital shops or setting up a dedicated advertising arm. 

Apparently these major consultancies are surprisingly shy when quizzed about this trend - among them EY, KPMG, Deloitte, Accenture and Boston Consulting Group.

Less coy about sharing their thoughts on the subject, however, were McKinsey, PwC, IBM, Bloomberg and The New York Times.

Read the original unabridged TheDrum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7263

US and European B2B Agencies Form Global Network

Trend Summary: Eight martech agencies in Europe and the USA have announced the formation of a network of B2B agencies.


Branded Martech Global the project comprises twenty-six agencies and circa six hundred B2B advertisers. The agency network launched yesterday in conjunction with ...

[Estimated timeframe:Q2 2017]

... the Marketo Summit in San Francisco, with founding members from Europe and the Americas.

According to Emma Storbacka, founder partner at Helsinki based agency Avaus, the main challenge for B2B agencies is that such agencies not only need to adopt new marketing technology, they must also learn how to work with the technology to drive business results.

Ms Storbacka also claims that "With more than 300 martech consultants and around 100 certified Marketo experts, we are one of the biggest Marketo partners globally".

Read the original unabridged TheDrum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7179

P&G Launches New Gender-Equality Branding Campaign

Trend Summary: Procter & Gamble, planet earth's largest advertiser, is tying its brands' efforts against gender bias. 


In a new corporate #WeSeeEqual digital campaign linked to International Women's Day earlier this month, FMCG titan Procter & Gamble has hired ...

[Estimated timeframe:Q1 2017]

... Badger & Winters, a small New York-based agency that successfully battled to change guidelines at Cannes to discourage juries from honoring ads that objectify women.

The agency's #WomenNotObjects campaign played a role in winning the assignment from P&G. But the corporate project started last year well before the agency's effort won a concession from the International Festival of Creativity last month to change judging guidelines.

Read the original unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7121

Ad Agencies, Media Owners Urged to Clean Up Their Act

Trend Summary: Advertisers, agencies, media, government and academia are to convene for a series of open forums.


Dubbed the Advertising Transparency & Trust Forum, the organisers describe themselves as a “non-partisan ad hoc working group” whose sole goal is to discuss the ...

[Estimated timeframe:Q1 2017]

... current state of “trust systems” in the advertising world to see if better business practices can be developed. 

The forum’s agenda is being developed by Jerry Wind, professor of marketing at The Wharton School of the University of Pennsylvania, who is well known for tackling big industry problems.

According to Andrew Susman, vice president of Empower MediaMarketing, a Cincinnati based independent media agency that resigned from the American Association of Advertising Agencies last year when the latter failed to endorse and support media-buying transparency initiatives proposed by the Association of National Advertisers: 

Susman adds: “It’s become apparent that the current situation with no trust has become destructive to all parties”.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7099

Creative Automation Set to Take Over Ad Industry

Today's Marketing Trend: How Mankind and Artificial Intelligence [AI] will work together to improve the advertising industry.

AI machines have already proven capable of writing poetry and driving cars. Moreover, there is even speculation that a machine will one day win a ...

[Estimated timeframe:Q4 2016]

... Pulitzer prize!

Meantime, AI technology is likely to disrrupt the global advertising and marketing industry. McCann Erickson Japan has already launched a sixteen minute movie titled The Automation of Creativity starring the world’s first AI creative director. The movie also discusses the impact of automated creativity on humans working in the ad industry.

Predicts Justin Taylor, UK managing director at video advertising marketplace company Teads: “As we are moving into this creative era of programmatic, we should see creative directors, data technologists and machines working together to really start making a difference, which is where the new era of creativity is going to come from".

Read the original unabridged TheDrum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7036

Agencies and Media Platforms Conjoin to Measure Cross-Screen Viewing

Trend Summary: Ad, TV, Video trades in USA organise around tech standards to seek single 'Mezzanine' format.


The proliferation of so-called “cross-platform” screens for watching TV and video has focused the US media industry on measuring and understanding how consumers view advertising and programming content, but it has also created unintended consequences in ...

[Estimated timeframe:Q3 2016]

... the way in which the Ad, TV, and Video trades produce, distribute and traffics that content.

The consequences of this trend have created confusion, inefficiency and challenging new kinds of workflow among advertisers, agencies and the media.

In the first industry-wide initiative to tackle technical standards and formats associated with this rapidly changing marketplace, a joint venture of the Association of National Advertisers [ANA]and its agency counterpart, the 4As, has spearheaded a coalition of the advertising, TV and digital media industry’s leading technical groups to create standards and best practices for managing video assets in a non-linear world.

The effort - which is supported by nine trade groups, including the ANA, the 4As and the Interactive Advertising Bureau - is the brainchild of Harold Geller, chief growth officer of Ad-ID, the ANA/4As joint venture that created an indelible digital code enabling advertisers, agencies, producers and the media to traffic vital metadata associated with TV and video ad campaigns regardless of whichever platform they ultimately end up on.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6981

JWT Singapore Pioneers Creative Talent Crèche

Trend Summary: JWT Singapore has launched a new service that uses young content creators to focus on short content made quickly.


The average age of the agency's teams will be 25 (hence its JWT25 branding) and the content will be produced in under 25 days. As well as fostering in-house talent, the agency is also building a ...

[Estimated timeframe:Q3 2016]

... global network of freelancers and talent who are similarly young and fast at production.

It's also likely that the JWT25 crèche will extend to other parts of the WPP empire and - given adland's 'Me Too' persona - seep into the global fiefdoms of Omnicom, Publicis, Interpublic and Dentsu.

Says Peter Womersley, Ceo of J Walter Thompson Singapore: “Clients are increasingly looking for an alternative service to complement long form film. JWT25 was set up to respond to clients seeking a fast, effective, high quality snackable video service for the lowest cost.”

Read the original unabridged TheDrum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6954

Agency Creatives Fail to Understand Programmatic Ads

Trend Summary: A survey of UK ad agency creatives reveals that many still don't understand exactly what programmatic advertising is.


According to a survey released today by ad-tech company Turn, a sample of over 200 UK ad agency creatives reveals that only 59% of respondents from large agencies have worked on programmatic campaigns. What's more, a meagre 11% of small agencies were even ...

[Estimated timeframe:Q3 2016]

... confident that they knew what "programmatic" means.

Turn also found that when it comes to data exchanged between brands and their agencies, there's a gap between what creatives want and what they get. 

Moreover, just over a third (35%) of the agency creatives surveyed complained that they are not getting access to the data they need from brands, while another 29% said they're not getting the data they need from media planning agencies.

Richard Robinson, Turn's managing director of Europe, the Middle East and Africa, said he decided to conduct the study after hearing a plethora of anecdotes about the disconnect between brands, their data and their agencies.

"I kept on coming up against this issue where there was a feeling with brands that perhaps creatives didn't understand the role of programmatic, the value of real-time data and how it could help or enhance the end-game of user experience," Mr Robinson reveals.

Read the original unabridged AdWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6940

US Advertisers Lay Down Ground Rules for Ad Agencies

Trend Summary: A new report by the US Association of National Advertisers [ANA] urges greater transparency in advertising practices.


The ANA report, titled Media Transparency: Prescriptions, Principles and Processes for Marketers, urges greater transparency in advertising, establishing three key policies advertisers should adopt to achieve full transparency, specifically overarching ...

[Estimated timeframe:Q3 2016]

... media agency management principles that can be easily understood and executed.

The proposed principles include requiring media agencies to ensure complete transparency in all transactions with parent companies, subsidiaries, affiliates, and third parties.

The ANA report also urges ad agencies to err on the side of communicating everything - important or otherwise - to their marketing clientele.

Additionally the ANA recommends that its members ...

  • Establish primacy over the client/agency relationship, and regularly re-evaluate and upgrade internal processes and practices.
     
  • Create a uniform code of conduct between the advertisers and agencies.
     
  • Ensure that contracts with media agencies include robust language to deliver full transparency.
     

Read the original unabridged ANA article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: ANA.net
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6935



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