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Marketing trends impacting brands and their agencies in 2022

  • December 6, 2021
Here are some of the trends we believe will be important in 2022 that will impact both client structures and the agency landscape.
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Top Tips for Agency Pitches

  • October 7, 2021
Pitching has become a seller’s market. Here’s some top tips to ensure that you secure the best agency talent to take part in your pitch.
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Squeezing the pitch possibilities

  • September 29, 2021
The talent crisis has reached the point where agencies are being more selective about what they pitch for. Christine Downton, Associate Partner, The Observatory International explains.
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Get ready for talent wars

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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?

  • 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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