Set Your Brand Up for Success During a Recession
September 15th, 2022 | darrenmcalmont, Manager, Communications & Content, Association of Canadian Advertisers
Setting your brand up for success during a recession means going against what’s intuitive and requires you to trust the process. Increasing ad spend when the economy is facing uncertain times is counterintuitive, but the evidence shows that this is the smart thing to do. The success of your brand after a recession depends largely on what you do before and during.
Read More#oneteam and Media: Built on a Strong and Sustainable Hybrid Model
June 14th, 2022 | raphaelmetterrothan/charles beaulieu, Raphaël Metter-Rothan, Media Director, Desjardins/ Charles Beaulieu, Partner and Chief Innovation Officer, Glassroom
The traditional advertiser / media agency relationship has been the subject of much discussion and questioning. Taking stock of the current situation means taking into consideration a number of the following issues: a loss of trust in agencies, the survival of the local media ecosystem, the increased sophistication of campaigns, and a growing need to use advertisers’ data despite its sensitive nature. No matter how we look at it, one thing is certain: many brands are looking to play a bigger role in their media activities.
Read MoreWhy it’s never a good idea to squeeze your agency too hard. (Particularly now.)
November 17th, 2021 | Stephan Argent, Founder and Principal, Listenmore Inc.
Are you a marketer that wants to squeeze more from your agency? Do you feel like they should be doing more? Delivering better results? Turning things around faster?
All sound like good ideas, right?
What’s surprising in our experience is that while most marketers aspire to have their agencies deliver more, better and faster, their approach almost always ends up having the opposite effect. Particularly now.
Hit hard by the great resignation, agencies are already scrambling to retain employees and fill gaps left by those who’ve already left. And if you’re already feeling the effects as a client, stepping up the pressure and asking for more will likely only make a bad situation worse.
“Depending how hard agencies have already been squeezed, marketers could face rate hikes of up to twenty percent.”
Read MoreResilience: A Critical Team-Performance Standard for Client-Agency Marketing Teams
January 21st, 2021 | kfitzwilliam, Principal, Aprais Canada
Even though there is reason for optimism with a vaccine on the horizon, these next few months may prove even more challenging for marketing and agency teams. Pandemic fatigue is the new catch phrase. So now more than ever, managing in a time of crisis is a “make or break” requirement.
During the current crisis, businesses have worked faster and better than they dreamed possible just a few months ago. Maintaining that sense of possibility will be an enduring source of competitive advantage.
– McKinsey & Co.
During the current crisis, businesses have worked faster and better than they dreamed possible just a few months ago. Maintaining that sense of possibility will be an enduring source of competitive advantage.
– McKinsey & Co.
Recently, Aprais undertook an in-depth analysis of our global database of over 21,000 client-agency evaluations to uncover the defining behaviours of resilient teams – those who rebound in times of crisis.
Read MoreAgency Search – What’s Changed During COVID?
December 2nd, 2020 | Stephan Argent, Founder and Principal, Listenmore Inc.
While most marketers have been busy revisiting business plans, modifying marketing activities and coming to grips with the new realities of a COVID world, others have been actively tackling their agency rosters.
And if you’re a marketer who was contemplating an agency search prior to the pandemic but decided to hit the brakes, here’s some good news: It’s not as scary – or as difficult – to undertake an agency search process with rigour and diligence as you may have thought. In fact, it may prove to be easier, less time consuming and more thorough than you imagined.
Read MoreThe Agencies, Neutrality, and Data Ownership
August 16th, 2018 | ratkovidakovic2, Founder, AdProfs
Last month, it was announced that global agency Interpublic Group (IPG) acquired Acxiom Marketing Solutions (AMS) for $2.3 billion in cash. It’s worth noting that AMS is only one part of the Acxiom business. The other part is LiveRamp, which was not included in the deal and will remain independent.
Read More