Agencies Must Wake Up to a Different Business Model
Người viết: Webmaster
24/09/2007
"Why should agencies be different? Why shouldn't clients recognize that intellectual property is part of asset value and compensate agencies accordingly?..." Bill Murray plays Phil Connors, an egocentric Pittsburgh TV weatherman grudgingly covering the annual event in Punxsutawney, Pennsylvania. Just when he thinks the hated assignment can't get any worse, he finds himself trapped in an endless loop of repeating it over and over again.
Chance of recession? Oh, somewhere between 5% and 90%. That's The Wall Street Journal's scratch -your -head -and -wonder -why -they -even -wasted -the newsprint handicapping that the U.S. economy's funk will continue to deepen into a full-on melancholy in the next 12 months. Too big a spread for your liking? Then here's a sure bet: Recession or not, traditional media is getting ready to feel the pain. Last week, TNS found that
"Online Ad Has the Potential to Disrupt the Global Ad-Agency Model". This summer, executives from Gillette's Puerto Rican division heard pitches from creatives in 21 countries for a campaign to persuade the island's men to trade in their disposable razors for the Fusion shaver. Among the winners were a Slovenian student, a British photographer and an American creative director, all of whom based their submissions on an initial idea from a small agency based in India.
DMA to launch field marketing accreditation scheme
Người viết: Webmaster
13/09/2007
The Direct Marketing Association Field Marketing Council is to unveil its first Best Practice Accreditation scheme to augment its code of conduct, following the completion of an 18 month consultation period. The accreditation, which will give an approved scheme for field marketing practitioners and clients, expands on points made in the DMA Code of Conduct by identifying 19 key areas for achieving higher standards, including understanding a client brief,
"Why should agencies be different? Why shouldn't clients recognize that intellectual property is part of asset value and compensate agencies accordingly?..." Bill Murray plays Phil Connors, an egocentric Pittsburgh TV weatherman grudgingly covering the annual event in Punxsutawney, Pennsylvania. Just when he thinks the hated assignment can't get any worse, he finds himself trapped in an endless loop of repeating it over and over again.
Chance of recession? Oh, somewhere between 5% and 90%. That's The Wall Street Journal's scratch -your -head -and -wonder -why -they -even -wasted -the newsprint handicapping that the U.S. economy's funk will continue to deepen into a full-on melancholy in the next 12 months. Too big a spread for your liking? Then here's a sure bet: Recession or not, traditional media is getting ready to feel the pain. Last week, TNS found that
"Online Ad Has the Potential to Disrupt the Global Ad-Agency Model". This summer, executives from Gillette's Puerto Rican division heard pitches from creatives in 21 countries for a campaign to persuade the island's men to trade in their disposable razors for the Fusion shaver. Among the winners were a Slovenian student, a British photographer and an American creative director, all of whom based their submissions on an initial idea from a small agency based in India.
The Direct Marketing Association Field Marketing Council is to unveil its first Best Practice Accreditation scheme to augment its code of conduct, following the completion of an 18 month consultation period. The accreditation, which will give an approved scheme for field marketing practitioners and clients, expands on points made in the DMA Code of Conduct by identifying 19 key areas for achieving higher standards, including understanding a client brief,
