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What’s the right way to reward agencies? Richard Bleasdale, Managing Partner, Asia Pacific at The Observatory International, explains why change is coming.
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In an environment where the role of marketing is under increasing stress and scrutiny, behaving with principles and integrity is more vital than ever
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Some big brands keep expanding their roster while others work hard to shrink them. Both strategies can work, if they create better ways of working, The Observatory International's co-founder says.
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Lucinda Peniston-Baines explains the creative power of the right roster
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Where does value lie? How can agency roster management help deliver outstanding creativity? Lucinda Peniston-Baines explains.
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Digital Marketing Transformation changes the way we work and the way brands partner with agencies. Christine Downton, Senior Consultant at The Observatory International, outlines the journey that many brands are now embarked on.
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Successful marketing transformation projects follow eight key rules. Paul Davies, Managing Partner Asia Pacific at The Observatory International, says too many schemes are failing to do so.
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CMOs need to work at their relationship with agencies and that means regular two-way evaluation. You have to put the effort in if you want partnerships to be long lasting and successful says Antonia Tullock, Junior Consultant
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2017 might be drawing to a close but there has been no let-up in the global spending spree on agencies by Management Consultants...
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Marketers that don’t measure agency performance are unlikely to benefit from the value that long-term partnerships bring ...
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