50 Marketing Trends found for Agencies / Creative


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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

How Data Transforms Creative Marketing

Trend Summary: The marriage between data and creativity is disrupting the advertising industry.


In order to adjust to this new form of communication, DDB North America is evolving its creative model, says the agency's ceo Wendy Clark.  According to Ms Clark the marriage between data and creativity is ...

[Estimated timeframe:Q2 2016]

... disrupting the industry.

In order to adjust to this new form of communication, DDB North America is evolving its creative model, says Clark. Today's business is about immediacy, she says. "Our teams have to be structured around speed."

As a result, the agency is introducing a 24-7 content unit specifically to oversee one client. "They are open 24 hours and want to be engaged with their customers 24 hours," Ms Clark explains.

However Feldman Konrad, ceo of Quantcast, a technology company specialising in audience measurement and real-time advertising, cautions: "Too much data is not effectively being used."

Mr Feldman believes that one of the more effective strategies is to use data to understand how expectations match up against reality. He cites the case of a Quantcast client - a company that markets a drug aimed at older men. The company's research showed website visitors were skewing young and female. It turns out this younger audience served as caregivers and were concerned about their dads!

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=6916

P&G Slashes Global Adspend, Agencies Wince

Trend Summary: Procter & Gamble, one of the globe's biggest marketing spenders, plans to slash its ad agency budgets.


Today's Wall Street Journal reports that FMCG titan Procter & Gamble will drastically reduce the amount it spends via its worldwide roster of advertising agencies, budgeting to spend roughly $1.5bn on agency-related marketing costs in 2017, down from ...

[Estimated timeframe:Q2 2016]

... $2bn in the previous year.

Despite delivering better than expected earnings for its fiscal third quarter, the Cincinatti headquartered titan has been making deep cost cuts across its organisation in a bid to boost growth and transform the sprawling titan into a leaner company.

Among those cost cuts, P&G has been reducing its spending on “non-working” marketing costs such as production expenses and agency fees, while reinvesting those savings in advertising and consumer product sampling programs.

Among P&G's biggest spending brands are Crest (measured spend $274m), Olay $216m), DayQuil/NyQuil ($158m), Cover Girl ($155m), Gillette ($155m), Tide ($142m), Febreze ($116m), Pampers ($104m) and Swiffer ($1

Read the original unabridged WSJ.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: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6885

Media Agencies Lick Lips Over 'Principal-Based Buying'

Trend Summary: The current era of digital ad buying has seen agency-client relationships become more complex. As has the way in which media is bought.


In a market formerly dominated by TV buys and commission-based compensation deals, the agency and client arrangement made sense for both parties. Today, however, agency-client relationships are not as simple as they once were - nor is the methodology via  which ...

[Estimated timeframe:Q2 2016]

... media is bought.

Consequently agencies are seeking additional sources of revenu and warming to the riskier practice of owning all sorts of ad inventory outright, then selling it to clients as a bundle inclusive of tech and service fees.

According to Ron Amram, VP of media at Heineken USA: "Conversations have definitely picked up", referring to what agencies call "principal-based buying."

The payoff delivers potential for new income and an alternative sales pitch to marketers.

"It's a way to get a good deal on inventory, depending on the media vendors financial needs throughout the year," said Dave Penski, chief investment officer for Publicis Media U.S.

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=6881

McCann Japan Hires First Artificial Intelligence 'Creative Director'

Trend Summary: Japanese ad agency hires adland's first Artificial Intelligence creative director.


In addition to hiring eleven recent college graduates, ad agency McCann Japan is to add AI-CD β, the world's first AI (artificial intelligence) creative director. Developed by McCann Worldgroup's Creative Genome Project, this is the first project undertaken by ...

 

[Estimated timeframe:Q1 2016]

... a taskforce launched in September 2015.

Enthuses Yasuyuki Katagi, president/ceo of McCann Japan: "The whole company is 100 percent on board to support the development of our A.I. employee."

"Artificial intelligence is already being used to create a wide variety of entertainment, including music, movies, and TV drama, so we're very enthusiastic about the potential of AI-CD ß for the future of ad creation."

Whilst developing AI-CD β, the McCann team deconstructed, analysed and tagged TV commercials, including the winners of the All Japan Radio & Television Commercial Confederation's annual CM Festival awards for the past ten years. AI-CD beta was designed to mine the database and creatively direct the optimal commercial for any given product or message.

The McCann Japan team claims it now has sufficient data to take on a creative brief from a client. One of McCann Japan's multinational clients, as yet unnamed, has agreed to work with AI-CD beta on an upcoming campaign.

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=6864

Media Agency Creative Work Boosted By Data-DrivenTechnology

Trend Summary: The most-awarded work from UK media agencies in 2015 utilised both tech and data, also conferring plaudits on their clients.


Although media agencies have known since 1964, when Canadian communications guru Marshal McCluhan famously declared "The medium is the message", agencies today are only too well aware that without smart technology the buying and distribution of an ad ...

[Estimated timeframe:Q1 2016]

... might never be seen.

Notes Isabelle Musnik, editor of The Gunn Report For Media 2015: "Media channels that advertisers use to engage with their consumers and capture people’s attention are as vital as the creative content."

According to Ms Musnik, the choice of media channel these days matters more than ever before because consumers are now blocking digital ads in response to messaging overkill.

Musnik also notes: "Contrary to what some feared, the ‘Maths Men’ of media and data have not overtaken the ‘Mad Men’ creatives,"adding that creativity and media are not mutually exclusive or even in competition – they interact with each other."

Read the original unabridged BrandRepublic.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: BrandRepublic.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6827

UK Creative Industries Post Annual £7bn Boost

MarketingTrendTracker Summary: A new report reveals that the UK's creative industries are growing at double the rate of the nation's economy.


Statistics released by the UK government's Department for Culture, Media and Sport [DCMS] show that creative businesses - including advertisisng and marketing - contributed £84.1bn to the British economy in 2014, up from £77.1bn the previous year. In total, creative businesses accounted for ...

[Estimated timeframe:Q1 2016 Onward]

... 5.1% of Britain's overall economy.

Leading the creative boom is the design industry, with product, graphic and fashion design houses achieving 16.6% economic growth over the twelve month period. Architecture came a close second with 16.4%, while the film, TV, video, radio and photography industries secured third place in the DCMS rankings thanks to growth of 13.8%.

The advertising and marketing sector experienced year-on-year boost of 11% - the fourth best overall.

Job opportunities in the creative industries also soared by nearly 9% between 2013 and 2014, a growth rate almost double that of the UK's overall  economic growth, currently notching 4.6%.

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=6817

Is This the Beginning of the End for Trad Ad Agencies?

Trend Summary: US companies in-house advertising and communications units have multiplied at the expense of traditional ad agencies.


According to the USA's Association of National Advertisers, in 2008 just 42% of its member companies had in-house agencies. By 2013 however, that figure had risen to nearly 60%. These in-house units boast hundreds of staffers who create everything from print collateral and social posts to ...

[Estimated timeframe:Q4 2015 onward]

... big budget multimedia campaigns.

The Boston-based In-House Agency Forum [IHAF] serves the needs of this growing community of marketers via the delivery of thought leadership, industry insights and networking opportunities.

By 2014 IHAF's membership swelled from 150 to 250 companies and now includes heavy hitters such as American Express, Blue Cross Blue Shield, Boeing, Coca-Cola, HP, Lego, McDonald's, Nestlé and Raytheon.

One of the biggest advantages in having an in-house agency is its unlimited opportunity to learn from within - something external agencies are hard-pressed to do. Being part of the same company, marketers live and breathe the culture and the brand. The client's products are your products.

According to Marta Stiglin, a long-time member of IHAF's board of directors and its former chairman, one of the biggest misconceptions is that IHAF cannot attract and retain the same calibre of strategic and creative talent that external agencies can.

Says Ms Stiglin: "That simply isn't true. What's essential when staffing any type of organisation, internal or external, is that you hire the best and brightest people you can. If you hire "B players," you'll end up with a "B team."

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=6794

Instagram Influences Online Brand Photography - and Beyond

Trend Summary: Instagram is changing the way brands look at their photography, both online and offline.


Agency and in-house design teams are beginning to see the benefit of moving away from over-lit, over-staged and generally over-edited photography for their brand campaigns. Instead they are favouring a more organic (albeit filtered) look and feel that matches the medium, not only on Instagram but also in ...

[Estimated timeframe:Q3 2015 onward]

... print and an array of other media. 

According to Nathan Iverson, evp and design director at Deutsch LA it's having the same impact on brands.

"We kind of call it 'perfectly imperfect", says Iverson. "People will call you out pretty easily if your food looks overly propped or overly perfect because  (inreal life) that's not how it is."

The discussion of the so-called Instagram effect comes up often around the Deutsch office, says Iverson. The agency's designers, many of whom are millennials, have used Instagram for years but weren't around when photographers first experimented with visual techniques by hand.

But according to another adland advocate, Alex Nassour, an art director at Durham, North Carolina-based advertising agency McKinney, Instagram isn't just inspiring new looks for design and photography - it's also accelerating how quickly trends catch on.

Following designers, illustrators and photographers from around the world allows other designers to gain the upper hand when it comes to embracing hot styles before they wear out their welcome.

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=6704

Media Agencies Urged to Return to Glory Days of Don Draper

Marketing Trends Summary: Over the past six months at least twenty major US advertisers have called reviews of their media agencies, with a total of $25bn up for grabs.


Some observers assume that this trend is primarily driven by cost-cutting, while others believe it reflects transparency issues, and others suggest that it's a kind of Rorschach inkblot test. According to one senior media agency executive responsible for driving change and innovation at a major media shop, the trend signals that its clients are  ... 

[Estimated timeframe:Q2 2015 onward]

... facing the most profound, rapid changes they've ever known, despite which their agencies are blithely ignoring clients' needs and relying on their past performance.

However, not all media shops are similarly blinkered.

According to one senior media agency executive: "Our role as media agencies should become more ambitious - to move from helping our clients buy media to helping them solve business problems; to shift from facing the industry to facing real people; to become stewards through the uncertainty; to know what is changing and what is staying the same; and to unleash the power of new technology to transform our clients' businesses."

"Things have never been so fast before, but will never be so slow again -- from changing TV viewing habits, to apps that explode and die in weeks, to real-time marketing."

"Clients want to know what's next, what is dead, what is changing, and even more importantly, what isn't and how can they test and learn to maximise what they have learned and reduce risk.

"This calls for agencies to operate in a fundamentally different way - to keep their finger on the pulse, be agile and ready to change. Agencies need to be structured differently, to operate with an entrepreneurial culture and to employ new talent to keep a view on what lies ahead."

Which, of course, harks back in time to the Don Draper era when ad agencies handled every aspect of their client's accounts, from strategy planning and creative through to media evaluation and buying. 

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=6642



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