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I was struck by the news that Adam & Eve/DDB has dropped 'digital' from its job titles.
Firstly, what a perfect piece of PR. But there's more to it than that; the agency is an early mover in the next stage of an ideological regression that has been happening for a while now.
There's a backlash against technology, against third-party solutions, corrupt ad models, poor creative and even content marketing.
Agencies want to get back to 'the work'.
Recently, nearly 100 senior brand marketers met in Singapore for a full-day of roundtable discussions of the issues that we are all facing in digital.
As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any individual. But at the end of the event, the hosts of each table helpfully provided a summary of the day's discussions.
Here is an overview of the topics covered by the Online Advertising and Ecommerce & Onsite Conversion Rate Optimisation tables, along with notes of what brand marketers thought.
According to our Top 100 agencies report, in the past year, the total fee income of the listed agencies has increased 15% from last year’s total of £1.48bn. Since 2014, the average fee income across the 100 has increased by 25%.
This rise is set to continue into 2016, with 77% of agencies saying they were ‘very optimistic’ about the next 12 months.
Last month, WPP, SnapChat and Daily Mail joined forces and announced Truffle Pig, a digital agency focused on developing branded content for new digital platforms.
I’ve been working in digital for more years than I care to mention, witnessing a huge amount of change in that time, especially where SEO is concerned.
Clearly SEO is no longer the ‘stand-alone’ technically-led discipline that it once was back in the day.
For any company to truly make any kind of informed decision for future strategy, it needs to understand the value of everything it does online.
There are multiple ways a customer can find your ecommerce site: organic results on a search engine, a PPC campaign, a link on Twitter, a retargeted display ad on another website… Customer journeys are increasing in their non-linear passage.
The final series of Mad Men kicks off on AMC in the US on Sunday.
The box set should be required watching for anyone that works in an agency. It’s packed with insight on creativity, talent, management, and life itself.
I’m looking forward to watching the final series of Mad Men, and here are some of my favourite lessons from the previous six series.
For the last two years, the PRCA, the UK’s professional body for the PR industry, has run a project looking at what the PR agency of the future might look like.
We’ve debated topics around revenue models, structures, specialisms and employee motivation and, while looking to the future is always a fascinating pursuit, this year we decided to look a bit closer to home and investigate and celebrate examples of innovation that are already happening within the industry.
Today, we’ve released a series of case studies looking at five UK PR agencies that have already taken steps to innovate. We hope they will prove to be a source of inspiration to agencies looking to futureproof themselves.
Here are five key themes that run throughout the case studies and, of course, the case studies themselves.
All agencies operate in a competitive landscape, where despite key strengths and differentiation points, everyone broadly does the same job.
We offer similar services to clients, we have common skillsets, etc - so what makes an agency successful?
We asked The Agency Collective to speak to 12 agency owners, founders and directors about what essential traits an agency must have in order to be successful and build long and mutually beneficial relationships with their clients.
Programmatic advertising is complicated. There's no doubt about that.
This complexity explains why there is quite a lot of terminology involved, but it can seem quite opaque to the newbie.
Luckily, Econsultancy has a wonderful and thorough discussion and explanation of programmatic - Programmatic Marketing: Beyond RTB.
As a taster, I thought I'd throw some important terms into a glossary. It's just the basics, but I hope it helps.
The average lifespan of a top 500 company is shorter than ever. Despite this damning evidence of the inertia of big organisations, we surely must assume it is possible to change company culture.
So, how is it done?
Last week we published our Top 100 Digital Agencies Report, detailing the who's who of those in the digital marketing industry.
While many of the names are similar, the emergence of new players and the shifting of rankings indicates that the market is still undergoing continuous change.
There is also some discussion about the changing nature of the agency model.
To explore some of these issues, we asked Sitecore’s marketing director Shawn Cabral for his opinion on the opportunities and challenges for agencies in the coming year. His answers are below...