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.

Lucinda Peniston-Baines explains the creative power of the right roster

Where does value lie? How can agency roster management help deliver outstanding creativity? Lucinda Peniston-Baines explains.

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.

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.

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

2017 might be drawing to a close but there has been no let-up in the global spending spree on agencies by Management Consultants...

Marketers that don’t measure agency performance are unlikely to benefit from the value that long-term partnerships bring ...

Roland Sutter explores the power of myths, marketing and politics. Every year on August 1st, Switzerland celebrates its mythical national birthday.

Digital transformation is affecting businesses across industries and sectors. It is driven by new technologies, fierce competition and increasing expectations from customers of a ‘digital-first’ experience ...