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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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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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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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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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How should marketers revamp their rosters now for the years ahead, asks Christine Downton, Associate Partner
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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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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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