While there is never just one ‘best practice’ for managing marketing and MarCom programs, the Association of Canadian Advertisers offers its members considerations to guide them to decisions and processes that work best for their situations.
The ACA’s confidential advisory services, exclusive to members and at no extra cost, touch all manner of MarCom considerations and are tailored to members’ specific needs. Areas covered are related to, and are designed to improve, marketers’ relationships with their agencies and procurement suppliers. Exemplary MarCom management entails the building and nurturing of partnerships characterized by goal alignment, transparency, accountability and mutual trust.
Related resources:
Media Auditing
A guidebook on best practices for the Canadian market (2008)
Maximizing the Value of the Media Agency Partnership
A guidebook for advertisers (2006)
The Client Brief
A best-practices guide to briefing communications agencies (2006)
Come Together
A guidebook for enhancing the value of the client-agency relationship (2008)
Magic and Logic
A research paper examining sustainable business practices for marketing, procurement and agencies (2007)
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To access the ACA’s extensive confidential advisory services, please contact Susan Charles, Vice President, Member Services of the ACA at (416) 964-1538 /1-800-565-0109 / scharles@ACAweb.ca
