Advertising VII: Creative Agencies & Media Agencies
We have released our two
new reports on agency remuneration in the UK. One
report is on remuneration of creative agencies - the
other for media agencies. Click over images of the
report covers below for fuller information and to order
How can I
get agency production on time, on budget and to expected
An ARC power
paper on agency production. Just one-third of
clients get production from their agency that is on time, on budget and
to expected quality.
Who are they, how do they do it and what can a
dissatisfied client do?
Our new analysis reveals
insights for any agency or client wanting to understand the
account charateristics associated with success and needing
help to get the best production performance.
Should we have a lead creative
empirical evidence on the pros and cons of appointing a lead
creative agency. What type of clients do this - by sector
and size of spend? When might this strategy be sensible?
What are the real benefits? Does it help with IMC, improve
agency working & reduce turf wars? Does it help with neutrality?
What else is needed to make a lead creative agency really work
well for the client?
Good cop, bad cop.
and client procurement have different views on the performance
of creative agencies?
Up to now there’s been no empirical evidence.
This paper will be
useful to clients and agencies alike as it shows – for the first
time – the similarities and differences in perspective of the
two client functions that work with agencies.
Our third ARC Power paper
Good cop, bad cop
Creative eggs in one basket?
One of the
key issues facing advertisers is whether to task the creative
agency of record to undertake digital content creation in
addition to traditional advertising - or to appoint a separate
agency for digital. Up to now
there’s been no empirical evidence.
Our second ARC Power paper
Creative eggs in one
ARC Evaluating Creative Agency Performance III
Comprehensive empirical evidence on what
UK clients think of their creative agencies.
agencies are under many pressures to adapt to the new world of
marketing communications. This research reveals their
strengths and weaknesses and reports on client satisfaction by
scope of agreement, length of relationship, size of agency
retained, size of client budget and agency star rating - so
helping to shape and improve relationships into the future.
For more information click over images of titles above.
Two reports are available - a 20 page executive summary and a 150
page main report (Volume I). The 80 page appendix (Volume II)
containing detailed tables is only available by request. For more information on
Evaluating Creative Agency Performance III
ARC Power paper series
Unique actionable reports
based on empirical evidence to help you achieve greater
marketing communications effectiveness & efficiency.
A first report on achieving simplicity of orchestration
in marketing communications resource management.