Agencies

If a brand is able to handle its own growth hacking, user acquisition, audience creation, tracking, measurement and testing, then fair enough – there’s no real reason to work with a digital agency. “But if you’re not Machine Zone or Supercell with a 50-person team that’s really good at that, then you do need us,” […]

To maintain transparent relationships with their agencies, brands must consider significantly investing in things like staffing, continuing media education and legal counsel, according to ANA and Ebiquity. In their most recent report, ANA and Ebiquity issued a long list of recommendations that also included hiring a “chief media officer” to manage agency relationships. It’s a […]

Accenture’s digital services group Accenture Interactive “never set out to disrupt the agency relationship,” said Bob Barr, its managing director and global B2B commerce lead, but that’s pretty much what’s happening. “Just from a digital perspective, we’re a [roughly $7] billion agency,” Barr said. “When I tell that to people, they just stop and go, ‘Huh. […]

Retargeting can be more complicated for auto advertisers than for their counterparts in consumer packaged goods or retail. “In the old days, retargeting campaigns gave us a giant boost to our [digital] KPIs,” said Tom Maxmølris, marketing operations manager for Ford Denmark. But that was because Ford Denmark focused on “click to act” campaigns, which strengthened […]

The Association of National Advertisers’ crusade for greater agency transparency entered phase two on Monday, when marketing analytics firm Ebiquity and its subsidiary, FirmDecisions, released an anticipated set of guidelines for advertisers on how to maintain transparent relationships with their agencies. The overarching message: Agencies may have crossed a few lines, but the onus is […]

Advertisers’ concerns around viewability and fraud are slowing down spend on digital advertising, said Daryl Simm, chairman and CEO of Omnicom Media Group during the holding company’s Q2 2016 earnings call on Thursday morning. “While [advertisers] are continuing to grow their digital budgets, there is a tap at the brakes in that space as some […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Craig Dempster, EVP, Agency Group Leader, Merkle. With the celebrity sightings, gourmet food and entertainment and rosé wine flowing, it’s easy to understand why many see events like Cannes Lions […]

Social listening data is often used only to influence social campaigns. Siloes within agencies can keep it from informing media campaigns in other channels. IPG Mediabrands, for instance, has multiple media buying agencies, including a search and social unit called Reprise Media as well as its trading desk, Cadreon. Reprise and Cadreon made a good […]

For many in the native space, the always-on-the-horizon prospect of the Promised Land has been a hard sell to other digital stakeholders. And though the industry has grown at a rapid clip, there’s still deep confusion over questions as basic and crucial as “What is native?” Native is “a broad term that lacks definition,” said […]

Nancy Hill, who served nine years as president and CEO of the agency trade group the 4A’s, will step down next year, the group said Wednesday. Read the release. The 4A’s board of directors, led by Horizon Media head honcho Bill Koenigsberg, will search for her replacement and “ensure a smooth transition” by June 2017. Hill wrote […]