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Blog

Get ready for talent wars

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  • June 12, 2021
The battle for brains will be a big issue as agency life starts to return to normal. Advertisers need to secure the best people before the over-servicing stops. Lucinda Peniston-Baines, co-founder of The Observatory International, explains.
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Marketers and agencies: staying together

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  • May 4, 2021
The pandemic has disrupted and tested marketer agency relationships. David Sitton, Consultant at The Observatory International, highlights who did what best and how they can continue to improve.
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How the experiences of 2020 are impacting Agency Relationship Management

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  • March 30, 2021
After the turmoil of 2020, effective and robust agency relationship management is essential to ensure that resources are focused and able to operate at their best.  It’s an investment, but one well worth making.  
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When the cookie crumbles

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  • March 24, 2021
Google has killed not just the cookie but also the key work-around that many marketers were relying on. Rob Foster, Senior Consultant at The Observatory International, says the real solution is fundamental rewiring of their approach to data.
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Tackling 2021’s agency roster skills gap

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  • March 5, 2021
How should marketers revamp their rosters now for the years ahead, asks Christine Downton, Associate Partner
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Q1 planning should include agency performance measurement

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  • January 4, 2021
One of the first tasks for Marketers in the new year should be performance measurement evaluations to look back at recent past performance. This will show where and how well their teams performed and what is needed to improve or adapt quickly during these turbulent times.
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Time for an agency relationship reboot?

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  • November 23, 2020
The value of managing the relationship between advertiser and agency has been proven so why do so many companies fail to heed the lessons. Christine Downton, Associate Partner at The Observatory International, outlines why some brands need to learn to stop pitching.
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What Clients Actually Want From Their Agency CEO Right Now

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  • October 15, 2020
Agency leadership is not simply about who gets the biggest office but about the reassurance they give to clients. Lucinda Peniston-Baines, co-founder and managing partner at The Observatory International, highlights eight important skills all advertisers now need in their agency’s chief executive.
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How to Deliver Brilliant In-house Creative

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  • September 22, 2020
In-house creative agencies are increasingly common at large multinationals. Senior Consultant at The Observatory International, Rob Foster, identifies the five lessons for success.
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Finding the Hidden Jewels in the Creative Agency Industry

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  • September 22, 2020
To populate your creative agency model for the greatest competitive advantage, you need to closely understand the landscape. In an already fast-moving industry, Covid-19 is impacting the shape, size and location of talent to be found across the creative ecosystem. So, how do you know where to look?
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