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Blog

Letter from London: multi-culturalism and global comms

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  • May 3, 2016
Around 70% of the agency search and selection tasks we handle from our London office are to appoint pan-regional or global agencies, to deliver communications which will travel across borders. Finding agencies in London capable of delivering on this most basic principle isn’t difficult. At least in theory…
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Letter from Japan: The oddity of the Japanese advertising industry

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  • May 3, 2016
How would you feel about a country where the top two ad agencies own half of the industry? Pretty odd, isn’t it? Well, that’s exactly how it is in Japan, the third largest advertising market in the world (including all disciplines like creative, media, PR, digital, etc.).
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Letter from Germany: the era of Projektgeschäft (project work)

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  • January 19, 2016
Things used to be so much easier than they are today. That’s not just true of life generally, but also true of my experience working in advertising, which started in 1997 in Hamburg, Germany.
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What modern marketeers need from their procurement colleagues

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  • November 9, 2015
More channels, more devices, tight budgets, leaner resources, exponential growth in brand content, pace of change, the need to drive business growth, manage the consumer experience across the whole customer journey – this is the reality of the modern Marketing function.
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Roster Modelling

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  • August 4, 2015
Tight budgets, less resource, more channels, more devices, a need for agility, the requirement to drive business growth, managing the consumer experience across the whole customer journey beyond just the marketing function - this is the reality of the modern marketing function.
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Innovation and how it solves a lot of problems for the CMO

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  • July 22, 2015
Innovation and how it solves a lot of problems for the CMO
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How much of the marketing budget should be allocated to Agency Fees?

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  • July 21, 2015
From time to time we are approached by our Clients to answer the question – “how much of the marketing budget should we allocate to Agency fees”.
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The future of the marketing function

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  • July 21, 2015
Observatory International’s view on the IPA and Future Foundation’s report “The Future of Marketing Agencies, the Next 10 Years for Consumer Engagement.” June 2015
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The triple challenge – Transformation, Trust and Talent

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  • June 9, 2015
The ProcureCon Marketing conference gathered key stakeholders from the Global Marketing Procurement Industry for its annual conference in London last week. The focus was around one main theme: taking Marketing Procurement to the next level. Whilst the three day event explored many topic areas for the industry, Observatory International’s consultants saw three key themes – Transformation, Trust and Talent.
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What we know about agency pitches

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  • May 29, 2015
We managed over sixty pitches in 2014, including 13 with global scope; and with over 25 years in the business, at Observatory International we feel we know a thing or two about agency search and selection.
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