If agencies are transparent about media they’re reselling to their clients, is that enough? The 4As recently announced that member agencies failing to adhere to their transparency guidelines could end up purged from the organization. That’s a harsh penalty that will, no doubt, make agencies think twice about opaque arrangements that allow them to earn… Continue reading »
By: Amanda Fiore As the healthcare industry changes year over year, pharmaceutical companies must adapt to the ebb and flow. We have said goodbye to the “Age of the Blockbuster,” when high revenue-generating drugs took priority, bringing in at least $1 billion annually singlehandedly. Pharmaceutical companies typically launched one to two of these blockbuster drugs… Continue reading »
Be honest. When you hear the word “programmatic,” what’s the first thing you think of? If you’re like a lot of marketers, your brain might conjure up images of digital ads, ad exchanges, bidding algorithms and targeting personas. And this is a problem. Digital has always had its issues with lingo and tech talk. The… Continue reading »
I’m not part of an agency creative team, rather a media professional that has over the years worked closely with the creative department at various agencies. Sometimes, the creative department can go into an assignment thinking radio creative isn’t very sexy. They think it’s limiting in its execution; “you can’t win any big CLIO awards”… Continue reading »
By: Amanda Fiore As a client, hiring an agency to plan, negotiate, buy and execute media to support your brand and help achieve its business goals can be a large but rewarding task. So now that you’ve hired an agency, what’s next? Which marketing responsibilities does the agency take on, versus the internal client team?… Continue reading »
Predictably, in the wake of reports and recommendations to the ANA by K2 and Ebiquity on agency transparency, and subsequent reactions and rebuttals by the AAAA, nobody has been able to agree on a course forward. There’s an elephant in the room, though, one that pundits have touched on but haven’t exactly told us how… Continue reading »
On our way to becoming media generalists, we are first specialists. And the medium we first specialize in can hold a special place in our hearts like a first summer crush. But solid rationale and a wide range of considerations are the drivers of successful campaigns, and letting our feelings get in the way… Continue reading »
“It does this,” he said, pulling his hands apart and then clasping them together repeatedly. To me, it looked like he was playing an invisible accordion. I was at my first agency gig, and this was one of my coworkers explaining how media planning and buying functions move from centers of excellence within a holding… Continue reading »
By: Nicholas ReisGerzog Social media has been expanding rapidly in recent years, and has been propelled to the forefront of online advertising space. According to Statista, 78% of Americans are currently active on social media in some capacity and agencies are starting to take notice. As reported by Business Insider, social media spending grew an… Continue reading »
gShift Cofounder and CEO Krista LaRiviere tells WIT Strategy‘s Bill Brazell how brands and agencies use her company’s web presence analytics platform to track a brand’s presence on the web and decide what content to send out. LaRiviere says gShift will soon enable brands that publish in many different social channels to compare the strength… Continue reading »
