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Performance matters

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  • July 16, 2019
Marketers that measure their agencies performance are investing in a better relationship and better results. Christine Downton explains...
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When in-housing goes wrong

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  • April 17, 2019
Everyone wants to in-house, but it's not always the right solution.
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People-power in Portugal

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  • April 2, 2019
This year’s Global Marketer Week in Lisbon flagged up the importance of diversity, people and purpose. Lucinda Peniston-Baines reveals all.
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How to implement a successful marketing organisation digital transformation programme

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  • March 29, 2019
Digital transformation is not easy. An estimated 85% of digital transformation projects end up failing to match the promises predicted at the start.
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Five reasons why remuneration is still an issue

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  • March 29, 2019
Advertising agencies have been around for decades, but advertisers still can’t agree on the best way to pay for theirs services. Stuart Pocock, co-founder of The Observatory International, outlines the best way to make it work.
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Arbitrer entre la valeur ajoutée et les économies.

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  • October 22, 2018
Sur quoi repose la valeur créative ? Au moment où démarre le festival de Cannes de la publicité la question de l’impact de l'organisation d’un portefeuille d'agences sur l’excellence de la création se pose...
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Agency remuneration: Getting the pay packet right

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  • September 21, 2018
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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Here’s how brands should behave during the pitch process: Don’t expect work for free is no. 1

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  • July 12, 2018
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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The roster paradox: Do brands use too many agencies or too few?

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  • June 25, 2018
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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Making brilliant stuff happen: What helps brands develop outstanding campaigns?

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  • June 14, 2018
Lucinda Peniston-Baines explains the creative power of the right roster
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