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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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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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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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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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CMOs should be looking to form new bonds that will encourage their company to back them. Danny Hill, Managing Partner, Greater China and SEA, Observatory International explains.
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Every marketer will tell you that keeping up with the ever evolving marketing landscape can be a challenge. And with an abundance of content - from blogs to books, videos to podcasts - it can be hard to know where to start. So we asked our network of Observatory International colleagues for their personal must-read marketing book recommendations to give you some ideas on where to start.
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From John Little, Regional Managing Partner, Middle East and Africa.
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The rest of the world is starting to look for new agency partners but UK marketers are strangely reluctant to hold a pitch. Stuart Pocock, co-founder of The Observatory International, says it’s time to take off the brakes.
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Agency/client relationships generally fall into eight types. Christine Downton and Danny Hill from The Observatory International identify the classic behaviour models.
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Diversity and inclusion is the right thing to do but it also brings huge business benefits including more effective marketing, better staff retention and quicker problem solving. Bex Fisher Consultant with The Observatory International, London explains.
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