Search Marketing Knowledge Center

How Marketers Boost Engagement with Hispanic Consumers

Champions of Growth Podcast December 11, 2024

Jose Villa, president of marketing agency Sensis, joins host Matthew Schwartz to discuss how marketers increase their appeal with the Hispanic market, the fastest growing contributor to the U.S. economy.

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Interview with Expert Joanne Davis on Agency Relations

Pulse November 12, 2024

Joanne Davis’ new book, How to Get Your Agency to Run Through Brick Walls—Without Paying More, book features a forward by Bob Liodice, relevant quotes from marketing and procurement leaders, a code word/phrase glossary, and checklists.

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Can Marketers Keep up With Changes in Ad Creative?

Champions of Growth Podcast November 6, 2024

Despite the constant upheaval in marketing and advertising, the more things change the more they stay the same, says Fallon's Kara Buckner. Buckner joins host Matthew Schwartz to discuss trends in advertising creative and the different approaches marketers are taking to crafting their message and breaking through the noise.

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Considering Gen AI in Agency Partnerships, Fees, and Contracts: Application and Best Practice

Webinar Rewinds November 6, 2024

AI is transforming how marketers drive creative effectiveness. In this webinar, learn about the Creative Effectiveness Flywheel — a new approach that puts AI at the center of a dynamic process, enabling agile teams to create, analyze, and optimize content with greater speed and effectiveness.

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How Do Marketers Fix Broken Agency-Client Relations?

Trends and Technology October 11, 2024

Stephanie McCarty, chief marketing and communications officer at Taylor Morrison, didn't intend to spark an industrywide debate when she dropped an article on LinkedIn detailing her frustrations with ad agencies. She received a mouthful in return from brand and agency reps alike and now has a much sharper sense of how both sides can enhance their relations and spark better outcomes.

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Discovering Pearls: How to Find the Perfect Agency Partner

Knowledge Partners October 9, 2024

A natural pearl in an oyster is one of nature’s most remarkable and rare achievements. In the turbulent waters of the brand world, an ideal agency partnership can be similarly hard to find—but very rewarding.

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General Mills and UM: Strengthening Partnerships Between Media Sourcing, Brand Experience, and Agency

Event Recaps October 9, 2024

During an October 2024 ANA Agency Relations Committee Meeting, Shannon Cranbrook and Katie Hiller from General Mills and Scott Schwartz from UM discussed how to strengthen partnerships between brands and agencies through learnings from pitches, transition and onboarding, and scoping.

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Is the Agency Model Broken?

POVs September 4, 2024

Matthew Schwartz shares a few tips on how brands and agencies can get back on track, ensuring both sides enjoy cost savings, more efficient work processes, and better business results.

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Preparing Marketing Procurement for AI

Partner Content August 8, 2024

In the rapidly evolving landscape of marketing procurement, data analytics and artificial intelligence (AI) are becoming indispensable tools. But the first step to leveraging AI in marketing procurement is understanding what AI can help accomplish and expedite — and what it cannot.

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These Four Roadblocks Are Preventing Creative Excellence

POVs July 31, 2024

Because creativity is marketing’s superpower, the ANA recently polled more than 700 experts to learn what they felt were the most common impediments to creative excellence. This POV covers what they had to say.

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Better Together: Relationship Advice From an External Agency

Leading Edge July 30, 2024

This is a hard year for the advertising industry. Budgets are smaller and more tightly scrutinized, and every dollar needs to work 10 times harder than it used to. CMOs are under more pressure and have become even more selective about their agency partners. In fact, some have decided not to have agency partners at all.

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Clients and Agencies Spend Too Much Time Talking About the Wrong Stuff

Podcast Clips July 29, 2024

Michael Farmer, author and founder of the strategic consultancy Farmer & Company says the agencies and clients communicate plenty — it’s just often about the wrong stuff.

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Is the Ad Agency Model Broken?

Champions of Growth Podcast July 24, 2024

Michael Farmer, chairman and CEO of strategic consultancy Farmer & Company, joins host Matthew Schwartz to discuss the growing schisms between client-side marketers and their advertising agencies, and how to enhance their relationships.

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Agencies Should Always Act in the Clients' Best Interest

Leading Edge July 9, 2024

Client/agency relationships were once predicated on the concept of a principal-agent relationship, where the agency had a fiduciary duty to act in their clients’ best interest. When this concept was the accepted practice, most client/ agency agreements reinforced this expectation.

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Key Insights from "Cost of the Pitch II"

Event Recaps June 25, 2024

A trio of representatives from the ANA, the 4A’s, and Advertiser Perceptions discussed key findings from The Cost of the Pitch II, a research report focused on improving client-agency relationships.

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Cost of the Pitch II: The Rise of Value

Research Reports June 11, 2024

The 2024 "Cost of the Pitch II: The Rise of Value" report builds upon a previous 2023 report, delving deeper into the evolving dynamics of value within client-agency relationships and the factors for a successful long-term client-agency relationship.

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Fixing the Ad Agency Model

Trends and Technology June 7, 2024

Agency consolidation continues to shake up the advertising industry. Rachel Barek, CEO and co-founder of Said Differently, says changes are brewing, as the current agency model does not meet marketers' needs.

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For the SMB-Agency Relationship, Success Comes from Trust

Trends and Technology June 5, 2024

Agency-client relations can be problematic for SMBs (small-to-medium sized businesses), which have fewer resources than larger brands and less margin for error when hiring creative services firms. Yet despite the inherent challenges, SMBs increasingly see the value of marketing to fuel growth, with 94 percent planning to maintain or increase their investment in digital marketing spend in 2023, per a study by Taradel.

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Media Agency New Business Barometer: Final 2023

Knowledge Partners May 22, 2024

The COMvergence New Business Barometer study provides a comprehensive assessment of the media agency performances in new business.

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Lessons in Collaboration from an External Agency POV

Event Recaps May 15, 2024

Venables Bell + Partners shared its key tenets for fostering a healthy, productive client-agency relationship that improves overall work and drives brand goals.

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