TITLE

Creativity is still an agency's most valuable asset

PUB. DATE
July 2006
SOURCE
Campaign;7/28/2006, Issue 30, p21
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The focuses on the importance of creativity for advertising agencies. Advertising agencies are forced by management consultants to recognize that a real understanding of the economics of the client's business is crucial to ensure that advertising delivers real returns. Brand agencies and design agencies are competiting with advertising agencies for the strategic high-ground.
ACCESSION #
21897798

 

Related Articles

  • Make planning hub of agency -- not creative. Lines, Piggy // Precision Marketing;6/30/2006, Vol. 18 Issue 35, p9 

    The article emphasizes the business significance of making the planning aspect as the center of the operations of any advertising and marketing agency and not the creative aspect. Real integration enables every member of an agency group to work together with one goal in mind and to provide...

  • Me & My Mentor. Hunt, Tim // Marketing (00253650);8/12/2009, p55 

    The article identifies characteristics essential in assuring the success of marketing. The author suggests the reliance to the integration of creativity into business sense in developing a marketing strategy. Moreover, it should also be a consideration among advertisers to make decisions based...

  • Ad agencies need to adapt or die to work in the new economy. Marshall, Caroline // Campaign;7/18/2003, Issue 29, p2 

    The article focuses on strategies advertising agencies should adopt to attract customers in competitive economy. At present, major advertising agencies are process-driven companies in which the distinguishing factor is the creative intelligence that clients cannot find within their own ranks....

  • Ad agencies must embrace change or become its victim. Fitzgerald, John // Marketing News;3/19/1990, Vol. 24 Issue 6, p10 

    The article focuses on the need for advertising agencies to embrace change to survive the implications of changes in the advertising agency industry. One of the changes that affect the industry is the emergence of creative renaissance that relates to the advertising craft. The expectations and...

  • Insight: Advertising ROI - Still no measure for creative effectiveness.  // Campaign Asia-Pacific;May2014, p31 

    Without a robust model for assessing work, clients are not satisfied they can trust agencies to deliver performance-driven results, writes Kim Benjamin.

  • Opinion: Big budgets won't always be there to save your ads. Darby, Ian // Campaign;5/31/2013, p21 

    The article presents the author's views on the challenges faced by advertising agencies. He remarks that agencies have been handed greater creative freedom and a free distribution system. He comments that different models are being used by adverting agencies where required. He opines that very...

  • The 'I' that does count. Joyce, Kathleen M. // Promo;Jun2006, Vol. 19 Issue 7, p4 

    The author reflects on the implication for advertising and promotions agencies of the term integration. It is noted that the term has become a mantra for agency success. In fact, based on the results of the 2006 "PROMO" 100 ranking, the top-performing agencies have found ways to bridge...

  • Interactive ad agencies no longer one size. Krauss, Michael // Marketing News;08/02/99, Vol. 33 Issue 16, p8 

    The article focuses on Internet as a branding vehicle. Interactive agency brands are being developed, and interactive agencies are specializing. In this context, the author discusses three basic segments appear to be forming the part of the success of an interactive agency. The first basic...

  • ARE MEDIA OWNERS THE NEW PLANNERS? Georgiadis, Phil // Campaign;2/25/2005, Issue 9, p22 

    The article presents information on the strategic planning of various media owners. The separation of media planning and buying departments has left a hole that is being filled by a new type of planner — the media owner, the Walker Media chief Phil Georgiadis argues. Media agencies cannot...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics