Admin and Operations are the wood for your fire.
The artillery for your battle. The oil for your engine. Without them, everything stops.
Forrester Research released two Adobe commissioned reports that found marketers feel agencies need to expand their capabilities in experience design and data management. Studies may be downloaded here.
Search Consultant (and former New Business Committee member) Melissa Lea of R3 Worldwide shares her perspectives on agency search dynamics — including trends related to client objectives and requirements, client goals for agency searches, and search consultant observations that she wished she knew as an agency new business executive.
To foster a culture of growth in your agency, Think with Google recommends celebrating mistakes by implementing quarterly failure reports.
The RSW/US New Year Outlook Survey Report explores challenges in the business, spending expectations, the impact of marketing technology, and increases in the use of house agencies and project work. Two different and often opposing perspectives are offered from the agency and marketer sides.
Check out this list of creative monitoring services compiled by Research Services.
4A’s Research Services offers members the following informational directory listing of Ad Measuring Services.
Agencies are facing increasing competition from consulting firms, talent agencies, in-house services, and media and production companies. Tim Williams of Ignition Consulting Group provides strategies for rethinking your agency’s business model and positioning.
4A’s Research Services provides a list of national and international clipping services.
This presentation and audio recording from Dave Beals discusses Agency Search dynamics, and was part of the inaugural meeting of the 4A’s Central Region’s New Business Committee.
This confidential study compares the overall compensation of the highest-paid individuals in 94 4A’s member agencies with annual gross income up to $75 million.
How has narrowing the agency’s focus helped with staff acquisition and retention?
A federal judge in Texas has issued a temporary injunction blocking the U.S. Department of Labor (DOL) from implementing new overtime pay rules that have been scheduled for December 1, 2016 implementation.
Check out this searchable database of the top 50 B2B marketing agencies from Chief Marketer magazine.
This article from Campaign explains the current situation of working mothers in the UK advertising industry.
Coalition for Better Ads Will Use Research, Advocacy to Develop and Implement New Standards
Trusted Media Brands asked agency and client side marketers how and where they plan to spend their video advertising dollars in the next year.
On July 19th, the 4A’s hosted the “Overtime Rules Change Webinar” which provided information on overtime rules that will become effective on December 1, 2016.
Brian Wieser of Pivotal Research Group provides perspective on the outlook for agency holding companies. His analysis cites risks for agency holding companies including rebate blowback, squeezing fees and competition from adjacent industries.
MediaMath examines how the partnership between brand, agency, and technology partner is evolving and explores the areas in which agencies provide strong value and where they can improve.
Check out the shortlists and winners of the Cannes Lions Health awards.
Wage inequality and workers’ rights are themes you will hear often on the Presidential campaign trail this year. Even President Obama has made regulatory enforcement of labor policy a focus of his final term. The most vivid example is a new regulation about compensation that soon will go into force, without any public debate, Congressional hearings or […]
The young and the creative have been the engine driving advertising agencies for decades. But those who once joined this business with dreams of making the next standout television commercial are no longer drawn to the industry in the same way. Some view advertising as stodgy—who wants to make a 30-second TV commercial when everyone they know is […]
Ad Age‘s Ken Wheaton recently penned an article for the magazine on how the discussion on gender equity in the ad industry mustn’t eclipse its need for racial diversity. He wrote: “the overwhelming majority of talk about diversity over the last few months has been about gender rather than race. Perhaps it’s easier to talk […]
The 4A’s is committed to showcasing creative work done by its member agencies through its Inside the Campaign feature. Here Critical Mass, based in Calgary, Canada and with offices in 12 cities, helped put game faces on Nissan’s Diehard Fans. How Critical Mass created an augmented-reality face-paint app to help Nissan celebrate its unprecedented sponsorship […]
In this June 8, 2016 presentation to the 4A’s Western New Business Committee, Casey Burnett (The Burnett Collective) described his new consultancy, which is focusing on several interesting new approaches that will be of interest to the new business community.
Check out these results from The Wow Company’s survey of agencies in the UK covering their operational and spending intentions for 2016. Subjects include strategic alliances, key challenges, plans for growth, pitching process, agency metrics, and project valuation.
Connelly Partners announces Joel Idelson has been named Chief Marketing Officer.
Learn about foreign ad agency associations and see a list of their members.
The following creative consultants offer services in the implementation of international advertising, such as adaptation and co-development of creative work for foreign markets.
These media buyers offer ad placement services in foreign markets.
One way to gain international capabilities is to consider joining a network of independent agencies.
Laughlin Constable has announced it has established an internal trading desk to buy online advertising space directly from ad exchanges.
New York – May 24, 2016 — Deutsch New York’s Chief Strategy Officer, Andrew Dawson, announced the appointment of Rachel Mercer as VP, Digital Strategy Director. She will be charged with helping to grow the Agency’s digital, social and innovation strategy practice – working on clients including Sherwin-Williams and PNC Bank. Reporting directly to Dawson, […]
We want to alert Members to the U.S. Department of Labor release of modified employee overtime pay rules. The new rules which take effect on December 1, 2016 will have a material impact on many U.S. businesses including marketing service companies.
The U.S. Department of Labor has dedicated major resources toward “updating” and “clarifying” the overtime pay regulations that have been in place since 2004. As with the earlier regulations, the new overtime pay rules, which are effective December 1, 2016, are complex, but they apply to virtually all businesses and will necessarily change significant aspects of agency operations.
Ed Burgoyne of Makr provides guidance on how to organize cross-functional teams and make them work efficiently. Project managers often play an important role in organizing such teams.
Statistics on agency employment patterns, number of ad agencies in the U.S. , top cities by number of agencies and employees, and more.
Med Ad News announces the winners of the 2016 Manny Awards celebrating the best in healthcare advertising.
HubSpot provides some smart advice on how to improve your agency’s bottom line.
MEC today announces the launch of MEC Wavemaker, a global specialist content offer that uses consumer insights to plan, create and evolve brand content strategies. The division will be led by Tim Flattery whose been appointed Managing Partner, Senior Practice Lead reporting to Shenan Reed, President, Digital.
In this annual report, Med Ad News profiles advertising agencies with a significant or growing portion of their business in the U.S. healthcare field.
Four Chicago-based companies, who are leveraging technology to provide enhanced experiences and planning services for travelers and the travel industry, will work with senior marketers in the sixth Chicago Marketing Sparks program led by advertising agency MARC USA in partnership with 1871.
Rishad Tobaccowala addresses the 4A’s Transformation Conference about some of the major challenges facing agencies and explores possible solutions that could help drive growth. Geoffrey Precourt of Warc offers this recap.
4A’s Management Practitioners Forum (Monday, March 21, 2016) – Agency Organization Structures & Servicing Models by Andrew Graff, CEO, Allen & Gerritsen.
4A’s Management Practitioners Forum (Monday, March 21, 2016) – The Do’s & Don’ts of MSAs, Security and IP Ownership by Candice Kersh, Partner, Frankfurt Kurnit Klein & Selz.
4A’s Management Practitioners Forum (Monday, March 21, 2016) – Agency Case Story – Meet 22Squared by Richard Ward, President/CEO, 22squared.
Advice from HubSpot on how to take advantage of the gaps in the consulting approach and grow strategically.
Statista created this Giant Chart exclusively for the 4A’s to illustrate the changes that have occurred in the advertising agency industry since 2000. Topics include growth in employment, agency revenue, fastest growing ad hubs, share of advertising expenditure by medium, and more.
Industry subject matter experts from the 4A’s community developed the this whitepaper to provide agency management with a framework for evolving discussion on master service agreements (MSA) data security considerations and predominant industry practice.
Here’s a list of language services to help you translate your ads and adapt them to a foreign market.
An ANA/4A’s task force has developed ANA/4A’s Agency Reviews for Project Work Guidance Considerations, a white paper that provides clients and agencies with principles to help optimize the review process for project assignments.
The 4A’s, the leading trade association representing the advertising agency business, has released the “Transparency Guiding Principles of Conduct,” which outline common goals and modern industry practices surrounding the issue of media transparency.
Learn how agencies need to change to meet marketers’ new challenges. Tim Williams of Ignition Consulting Group has created a map of the foundational elements the agency of the future will need to focus on.
Developed by the 4A’s finance committees, this paper helps facilitate and inform agency-client discussions related to the composition of effective and efficient marketing investment.
A series of regularly updated surveys on employee benefits in agencies.
Agency Post pulled together 17 insightful charts on the current state of the agency business. Learn more about the trends in new business, client relationships, and the marketing needs of clients.
HubSpot enumerates the top challenges that agency owners face and what to do about them: Differentiation New Business Service Offerings Proving ROI.
Did you know that 70% of CMOs don’t recommend their AOR? In this executive summary, BTI Consulting tackles the top challenges facing agencies today, how clients use agencies, the state of agency relationships from the CMO perspective, and important characteristics clients look for in agencies.
Tim Williams of Ignition Consulting Group makes a strong case for the necessity of having an innovation lab in your agency. Key steps to take are outlined to get you started on your innovation unit.
Tim Williams outlines seven ways advertising agencies are transforming for the future.
Bill Koenigsberg, founder, president and CEO of Horizon Media, shares his vision of how agencies need to evolve and how media buyers’ jobs will change.
Learn how to coordinate and optimize the brands in your portfolio to more clearly present your value proposition to key audiences in this report from Brand Amplitude.
The 4A’s today revealed the names of approximately 20 speakers who will participate in its Strategy Festival 2015, during which winners of the 19th edition of the Jay Chiat Awards will be announced.
2014 was another record year for the 4A’s Workers’ Compensation Program, with covered payroll growing to $9.3 billion and insured employees increasing to 139,000.
Several agency executives explore the keys to agencies remaining valuable to clients in this article from CMO.com.
The 4A’s has established a Digital Operations and Technology Committee to address issues related to the digital supply chain for its member agencies.
This IPA study explores the key pain points in the client-agency relationship. Clients complain that agencies don’t understand their world, while agencies worry about procurement, compensation, mistrust, and weaker relationships.
The 4A’s Board of Directors has adopted a new 4A’s position paper, developed by the 4A’s Finance Committees, “Best Practice Guidance | Agency Compensation: Market-Based Labor Rates.”
Archer Malmo, a leading brand communications agency in the Mid-South, today announced the acquisition of Austin-based Tocquigny, an independent, digital marketing agency founded by Yvonne Tocquigny in 1980.
Starcom Mediavest Group (SMG) announced newly added video and native distribution channels to Content@Scale, the agency network’s proprietary technology platform that helps marketers scale quality content in real time.
Mullen Lowe Group is pledging to donate the monetary replacement value of all the Cannes Lions statues it wins at the Cannes Lions International Festival of Creativity 2015 to hunger-relief efforts in earthquake-ravaged Nepal.
This survey provides important information about agency digital operations including revenue sources, relationship structures, monetization of I.P., and digital services agreements.
Tim Williams of Ignition Consulting Group describes the key challenges that marketers are facing and lays out the skills and competencies needed by agencies to meet those challenges.
More than 500 executives in media and creative agencies participated in this Lighthouse Company survey of the UK advertising and communications sector. The results reveal their perceptions in the following areas: overall job satisfaction average age in the industry why they might change jobs and where they hope to land digital skills preparedness
HubSpot enumerates the benefits of defining your agency’s purpose.
Global media communications network Starcom MediaVest Group (SMG) today announced an industry-first addressable TV product-SMG MAPS TV- that activates and measures addressable TV audiences based on brand location visits.
Horizon Media, announced today it has established a mood-based roadmap for planning audio investments.
Agency professionals weigh in on what they see as the biggest threats to the business and how to evolve to meet these challenges in this blog post from HubSpot.
The prevalence of project assignments and the trend toward project pitches is on the rise. The 4A’s survey report on Reviews for Project Assignments contains valuable information on project dynamics. Please contact Sal Conte at email@example.com for a copy of the survey.
Alma has been named 2015 Multicultural Agency of the Year as part of Advertising Age’s Agency A-List honors for the nation’s best advertising and marketing firms.
Members of the 4A’s legal, finance and commercial practices communities have developed agency-client master service agreement (MSA) guidance related to Allocation of Risk, Indemnification & Limitations on Liability.
Members of the 4A’s Finance committees believe that it is in the best interest of both the agency and client communities to provide information on agency overhead and agency profit.
This white paper, developed by members of the 4A’s data security task force, is intended to elevate awareness of data security challenges.
This Research Insights covers four of the themes carried throughout 4A’s Transformation 2014.
Smart advice from Tim Williams of Ignition Consulting on how to think about a new agency structure, and the challenges and opportunities a new model can solve.
The 4A’s Client Public Relations Committee has released results from a recent survey designed to help agency leaders determine whether and how best to integrate public relations into their service offerings.
The 2013 Analysis of Agency Costs Survey Report, showing operating cost and income figures of member agencies for 2012 agency data, is now available.
A 4A’s team discussed the topic of Leveraging Expertise & Scale (aka Conflicts) at an ANA Agency Relations “Members Only Conference” recently. The outline of their conversation is included here for 4A’s members to review.
Recent agency experiences with patent assertion matters have led the 4A’s to a few patent guidance recommendations for agencies.
Recent agency experiences with patent assertion matters have led the 4A’s to offer the following downloadable document outlining specific recommendations.
This presentation on the effective compensation and agency performance measurements in digital media was originally presented by Bryan Wiener, Chairman & CEO, 360i Chairman, 4As Digital Board.
Adobe Systems Incorporated and SapientNitro, part of Sapient, today announced an expansion of their global partnership, including integration of the Sapient EngagedNow platform with Adobe Marketing Cloud.
4A’s finance committee task group advocates compensation negotiation best practice suggestions for agency leaders A cross-industry task group, comprised of senior agency executives, has developed guidance and is advocating best practices that will help marketing services agencies interact more productively with client procurement groups and industry compensation consultants. The task group’s recommendations, which carry the […]
The 4A’s and McCann Worldgroup partner on “Truth About Advertising” U.S. research study, and the 4A’s kicks-off a contest to find the best creative idea to market the industry to a broader audience.
To assist 4A’s members in addressing the many aspects involved in assessing and structuring project assignments, an “Agency Best Practices: Project-Based Assignments” guidance and discussion Wiki workspace has been created.
For an outline of topics relating to agency best practices on various project-based assignments, please refer to the the following overview.
Gain Your Competitive Edge at the 4A’s Competitive Edge Series on Wednesday, October 3, 2012. The Competitive Edge Series features CEO-driven thought-leadership presentations designed to enlighten and inspire agency peers and client counterparts.
Technologists from the ad/marketing industry gathered for the first day of the 4A’s second annual CreateTech Conference, during which they were given a glimpse of “the possible” in consumer engagement.
“How to Build a Training Program at Your Agency”, the newest booklet in the 4A’s Management Series, is now available.
Cheil Worldwide announced the acquisition of Durham, North Carolina-based ad agency, McKinney, effective immediately. McKinney will play a central role in the reinvention of Cheil’s network in the Americas and beyond.
Deutsch LA recently teamed with the 4As on a study that examines the brand health of the ad industry and why people stay or leave. The results of the survey were released at Cannes today in a segment entitled “Ending the Agency Talent Rotisserie.”
GroupM today announced that Mike Tunnicliffe, a media agency executive with more than 20 years of international experience, has been named the company’s Chief Growth Officer, a new position.
GroupM Next will focus on providing insights, in context, on the developments at both our core partners and emerging players in online, mobile, social and addressable.
The 4A’s is challenging the industry it represents to come up with a big creative idea that promotes the advertising industry to a broader audience.
This discusses the background on data security issues, the difference between data security and disaster recovery, and offers illustrative samples of data security policies obtained from 4A’s members.
Candice Kersh from Frankfurt Kurnit Klein & Selz presents this paper discussing the new basics for agencies to consider when revisiting agency-client agreements
A battle-tested panel of agency pros talks about negotiating compensation and the importance of having a negotiating strategy, internal alignment and an experienced “deal team.” The panelists also share proven tips for reaching mutually beneficial compensation arrangements.
Dana Perry, BBDO, and David Weiss, Interpublic, discuss profit and ad worth in this 2014 4A’s presentation.
In this presentation paper by Darren Norkett, discusses “getting paid what we are worth” and touches on the unfortunate conversations we as an industry currently find ourselves having on the topic of Talent & Labor Based Compensation.
The 4A’s offers the following document to assist agencies in identifying and working successfully through compensation challenges and opportunities.
For a sample alternative compensation model, please refer to the following simple template in which you can drop in your agencies own compensation information.
Current SOW practices are diverse, and can be problematic as a result. This paper explores the challenges and some possible solutions to help make SOWs more streamlined and successful.
A panel of experts discusses the do’s and don’ts of performance compensation. They share the views on what performance compensation arrangements work, discuss lessons learned and the importance of client motives and culture.
Tom Finneran, EVP, 4A’s urges agencies to develop compensation principles, communicate the principles broadly and then adhere to the principles.
Ogilvy’s Worldwide CEO Miles Young urges the industry to get back to basics by starting with the client’s business goals; taking a team-based approach to compensation; challenging inappropriate client and consultant mandates; and believing in your value proposition and leveraging your precious talent.
A cross-industry panel discusses the importance of value-added metrics and cautions against the inappropriate use of metrics that focus primarily on cost rather than on the benefits that clients/brands derive from agency work.
TBWA’s President and CEO Tom Carroll provides a call to action and urges the industry to become more confident and capable pricers.
Rick Brook, SVP, Global Client Operations, WPP identifies myths about efficiency metrics–notably the invalid use of overhead as an efficiency metric. Rick suggests a hierarchy of metrics that are appropriate and should be used in compensation discussions. >>>Download presentation: Overhead and the Truth About Efficiency Metrics
Susan Gianinno, Chairman & CEO of Publicis suggests an innovative three-tier compensation approach.
Creative icon Lee Clow (Chairman and CCO, TBWA Worldwide) shares his thoughts on agency compensation and the value that agencies provide by building brands.
Tom Finneran, 4A’s Executive Vice President, discusses the industry’s compensation challenges and reviews the “Agency Compensation: 4A’s Agency Compensation Transformation Doctrine–Strategic Pillars” position paper guidance which serves as a foundation for much of the summit program’s content.
Industry icons share their thoughts on “How to Get Paid What You Are Worth–Now”
GroupM today announced that Dominic Proctor, the longtime CEO of Mindshare Worldwide, has been named President of GroupM, a new position.
On a cold and windy December day, Schafer Condon Carter’s 60 employees took to the streets to carol and cajole passersby, complete with a Santa and Elves, to raise money.
Go Crowdless aggregates Foursquare “check-in” data at 20 of New York’s most popular holiday attractions, to help travellers predict when crowds are likely to be smallest-and the busiest hours to avoid.
The IPG Media Lab is the world’s first immersion and exploration center dedicated to bringing the most promising technologies from Silicon Valley & the Innovation Economy together with leading global brands to create solutions for marketing problems.
Lunchbox is a shopper engagement solutions agency that develops innovative sales and marketing platforms for retailers that connect brands to millions of hard-to-reach customers.
Under the new agreement partnering Geomentum with AOL’s Patch, Geomentum will align with Patch to deliver scaled digital advertising solutions to its clients through the creation of locally versioned, hyperlocal advertising campaigns on Patch sites.
Minneapolis agency Campbell Mithun will host a live-streamed online conversation about myth and reality in today’s media marketplace.
GroupM has developed and adopted a pioneering new digital media buying policy designed to prevent its clients’ ads from appearing on websites that distribute illegally obtained content.
The Interpublic Group of Companies has officially announced the creation of Pipeline PS, a high-end production agency that addresses the needs of clients and marketing communications agencies.
Draftfcb’s acquisition of Blue Barracuda in the U.K. will fortify Draftfcb’s offering in a key strategic hub worldwide and drive even faster growth.
Wunderman is giving two teams of young future marketing students the chance of a lifetime—a trip to the prestigious Cannes Lions International Advertising Festival.
Havas Drive, the innovation unit of Havas Worldwide Health, today announced the launch of patient-centric services geared toward persons with disabilities and those undergoing rehabilitative therapies.
Instead of having a single point of leadership, the European, the Middle Eastern and African Mindshare regions has been split into three distinct clusters, each of which will be managed separately and will report to Dominic Proctor.
The 4A’s Issues an “Agency Search To-Do List” That Addresses Agency-Marketer Relationship Fundamentals Agency business leaders and 4A’s business development committee members have reported that the level of marketing preparation and agency search/new business activity is on the rise. To help plan for and take advantage of accelerating momentum, the 4A’s recommends that marketing executives […]
The Draftfcb Institute of Decision Making global team aims to apply emerging fields such as behavioral economics and neuroscience to marketing communications.
The “Pricing Continuum” ranges from classic/true cost-plus arrangements at one end of the spectrum to pure value added/results based methodologies at the other end of the spectrum.
G2 Worldwide, a top-five global activation marketing agency, today announced the opening of its first Canadian office, which will be located in Montreal.
A new Middle Eastern alliance, called BPG Maxus, will offer media services and solutions including strategic planning, implementation and buying, analytics, and digital communications throughout the Middle East and North Africa regions.
According to the co-authors of the 13 Commandments of Recovery Marketing, the opportunity to put creative thinking to work, build value and drive business is there for everyone. They encourage all marketers to keep Draftfcb’s 13 Commandments in mind as they go for it.
4A’s/ANA Agency/Advertiser Value Survey In the late spring of 2007, the 4A’s and the Association of National Advertisers conducted parallel surveys designed to assess agency and client attitudes and activities in four areas: How agencies add value to the client’s business How advertisers add value to the agency/client relationship The degree of interest in value-based […]
This webinar—outlining 4A’s tips, tools and tactics—was first presented by P&G in June 2009 and is an overview of the P&G BAL model.
MindShare announced a global reengineering of its business structure that streamlines the company’s operations by integrating traditional and digital services into a full-service marketing agency powered by best-in-class media services.
On May 29, 2008 Lorraine Rojek and three RCG clients talked about the importance of clear agency values and culture as well as the leading causes of agency changes. “The Marketers View—Leapfrog Mine Fields and Exceed Client Expectations” featured Alltel Communications VP Marketing Erin Taylor; Royal Caribbean SVP Marketing Alice Norsworthy and White Castle VP Marketing […]
The 4A’s was pleased to host the next in its “Tips, Tools & Tactics” New Business Webinar Series on January 31, 2008, featuring leading agency search consultant Catherine Bension, President and CEO, Select Resources International. Ms. Bension shared her extensive experience with helping clients assess digital communication and emerging media agency resource needs, and highlighted best-in-class […]
In November, 2007, the 4A’s hosted another Webinar in its “Tools, Tips, and Tactics” series: “Working With Search Consultants, Featuring Mercer Island Group’s Steve Boehler.”
This position paper addresses trends in client/agency conflict policies and reflects consideration of these issues by the 4A’s New Business Committee.
This position paper addresses the issue of whether to include agency contributions to retirement plans and new business costs when calculating agency overhead. The 4A’s position is that these necessary costs should be included in overhead when calculating agency fees even though some advertisers and agency search consultants disagree.