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How marketing is changing and why agencies are not keeping pace. Agencies are failing to evolve at the rate brands need.

How marketing is changing and why agencies are not keeping pace

That is the clear conclusion of a new study into the client/agency relationship and how to make it fit for the future of marketing. The report, by UK-based market intelligence firm Creativebrief, questioned 50 agency CEOs and 50 brand CMOs about the changing role of agencies. It found that 68% of agency respondents and 72% of brands believe that ‘agency structures, processes and pace of delivery’ are not developing at the same rate as a brand’s needs.

And at an event held yesterday (24 May) to talk about the survey results, a panel of marketers from brands such as TUI, KFC, Atom Bank and Microsoft each agreed with the findings. Google drops ban on personally identifiable web tracking. When Google bought the advertising network DoubleClick in 2007, Google founder Sergey Brin said that privacy would be the company's "number one priority when we contemplate new kinds of advertising products.

Google drops ban on personally identifiable web tracking

" And, for nearly a decade, Google did in fact keep DoubleClick's massive database of web-browsing records separate by default from the names and other personally identifiable information Google has collected from Gmail and its other login accounts. But this year, Google quietly erased that last privacy line in the sand — literally crossing out the lines in its privacy policy that promised to keep the two pots of data separate by default. Santander's CMO on how marketers can get into the c-suite. Santander has promoted its chief marketing officer Keith Moor onto its executive committee, with the financial brand’s top marketer set to have “more of a say” in corporate decisions.

Santander's CMO on how marketers can get into the c-suite

Moor, who has been with Santander since the mid-1990s, is Santander’s first ever CMO in the UK having been promoted from the position of director of brand and communications back in November 2013. And his promotion represents a wider trend of more marketers getting a seat at the top table. Over one fifth (21%) of all FTSE 100 CEOs now come from a sales or marketing background, according to executive search firm Heidrick & Struggles. Turning British Gas into a modern British brand. Last year British Gas ended its 14-year relationship with media agency Carat and appointed MediaCom, who won because they answered the pitch question: ‘how would you turn British Gas into a modern British brand in a modern British society?’.

Turning British Gas into a modern British brand

Speaking to Marketing Week at ISBA’s annual conference, director of brand marketing Margaret Jobling says the brand’s reorganisation last year is now embedded and it’s aiming to be more “digital-first” both internally and externally. She says: “We have been, at its worst end, a telephone billing business where we send you a paper bill, you call us, and if there’s a problem we will call you. We-Vibe sex toy manufacturer settles US class action for almost $4 million.

The manufacturer of a bluetooth-enabled sex toy has reached a US class action settlement of almost $4 million, after it was found to be collecting intimate data about the way purchasers used the vibrator device.

We-Vibe sex toy manufacturer settles US class action for almost $4 million

This is a modal window. This modal can be closed by pressing the Escape key or activating the close button. Caption Settings Dialog Beginning of dialog window. Escape will cancel and close the window. How artificial intelligence is transforming marketing. Bring-your-own AI Much of the work in bot development today is on the side of brand marketers, but it’s not impossible that consumers might also find a role for bots.

How artificial intelligence is transforming marketing

Kavanagh points to the Sydney-based startup, Meeco, as an early indicator of a consumer bot revolution, through its technology for creating personally-controlled identity preferences that can be used to signal intent to service providers. “It is viable to think of a scenario where you could have services offered, and an agent acting on your behalf to receive them,” Kavanagh says. “Even some of the flight booking services, in the examples we are seeing in the US and Europe, are not dissimilar to this.” P&G to review all agency contracts in crack down on digital marketing. Marc Pritchard Procter & Gamble will review all of its agency contracts in 2017, vowing to put an end to “murky” and “fraudulent” practices within the industry and crack down on rip-offs related to digital marketing.

P&G to review all agency contracts in crack down on digital marketing

The review forms part of a four-part plan the business has put in place to clean up its supply chain and gain greater control over the quality of its media strategy. Speaking at the IAB’s annual leadership meeting in the US, chief brand officer Marc Pritchard said advertisers are “wasting too much time and money on a media supply chain with poor standards adoption, too many players grading their own homework, too many hidden touches and too many holes to allow criminals to rip us off. “We accepted multiple viewability metrics, publishers reporting with no verification, outdated agency contracts and fraud threats with the somewhat delusional thought that digital is different and that we were getting ahead of the digital curve.

P&G works with MediaCom in this market. The Break Up. Growth in Time Spent with Media Is Slowing - eMarketer. What Would McDonald’s ‘Agency of the Future’ Do? Tech companies like Facebook FB 0.22 % and Google are selling creative ad services.

What Would McDonald’s ‘Agency of the Future’ Do?

Media agencies are increasingly selling digital ad space. And now, a creative agency is playing the line-blurring game as it brings digital publishing and agency staffers together to service one massive account. McDonald’s MCD 0.26 % said Monday it will consolidate its creative account with Omnicom Group OMC -0.27 % following a months-long review in which the incumbents, Omnicom-owned DDB and Publicis Groupe PUBGY -0.59 % ’s Leo Burnett duked it out for the coveted business. DDB didn’t win on its own. Employees from Google, Facebook and the New York Times NYT -0.61 % ’ content studio T Brands supported the pitch, and they will be embedded at an agency that Omnicom is customizing for McDonald’s, DDB CEO Wendy Clark said in an interview. Mark Ritson: Gap’s CEO is suffering from digital delirium. It’s hard to imagine there has ever been a worse time at Gap Inc in the company’s 46-year history.

Mark Ritson: Gap’s CEO is suffering from digital delirium

The gigantic American retailer which operates more than 3,700 stores around the World under brands such as Gap, Banana Republic and Old Navy recently announced its 14th consecutive month of declining sales. Its share price is officially in the toilet too and is now worth half what it was trading for a year ago. It’s not hard to see where the problems lie. eMarketer. eMarketer. How Google Analytics ruined marketing. Marketers in the high-tech world who use phrases such as “social media marketing,” “Facebook marketing” and “content marketing” do not understand the basic difference between marketing strategies, marketing channels and marketing content.

How Google Analytics ruined marketing

And Google Analytics is to blame. In the just over 10 years since the release of the platform in November 2005, too many tech marketers now ignore the difference between strategies and channels, favor digital channels that often deliver lower returns than traditional channels and think that direct responses are the only useful ROI metric. 10 Hilarious Marketing Videos To Get You Through Your Next Campaign. Last Friday I was lucky enough to catch living comedic legend, John Cleese, in a Vancouver performance of his Last Time to See Me Before I Die tour.

But as he zig-zagged through his charming life story, featuring a real who’s who of beloved British icons, a recurring gag caught me by surprise. Following each mention of “marketing people,” Cleese hawked a cartoonishly elaborate loogy into an imaginary spittoon. Imagine my dismay as he mimed spitting all over the career I’ve nurtured like a baby hedgehog! 'We're a tech company that happens to make cars' - Audi marketer. "When it comes to Australia, from a technology point of view, we already have it. The infrastructure of the country just needs to match up. " This first appeared in AdNews magazine. If you want to read it hot off the press, you'd better subscribe here. Fresh from a multimillion dollar sponsorship deal and marketing push, Audi has its sights firmly fixed on the future. From industry disruption to the carmaker’s local focus , Sarah Homewood chats with Audi Australia MD Andrew Doyle and marketing GM Kevin Goult about how the German luxury car brand is more tech than automotive.

It’s no secret the automotive space is experiencing what the finance and media sectors have been grappling with for the past few years – technology and changing consumer behaviour dramatically altering the game. However, these changes are only one piece of the puzzle for the local offering of the German car giant. Managing director, Andrew Doyle, explained this is a focus of investment at a global level. TV audiences tumble as Netflix effect kicks in. Loaded: 0% Progress: 0% How does a VPN work? Watch this breakdown of how Virtual Private Networks are helping Australians get access to geo-blocked content such as US Netflix. ​

Prime time audiences for traditional television have tumbled almost 5 per cent in the year to date, in the latest evidence that both free-to-air and cable television are under increasing structural pressure from streaming services such as Netflix and YouTube. The OzTAM figures, obtained by Fairfax Media, will feed fierce debate about how serious the problem is for the sector, which still boasts the biggest share of Australia's $13 billion advertising market but is becoming increasingly complex to analyse because of the number of devices and screens used to access video content. Mark Ritson: Eight marketing concepts – some heavenly, some hellish. How marketers will win: Six marketing visionaries describe how in five years marketing will be transformed. 90% of Marketers Are Not Trained in Marketing Performance & Marketing ROI. LONDON, 08 April 2014 – 90% of Marketers are not trained in Marketing Performance & Marketing ROI, and 80% struggle with being able to properly demonstrate to their Top Management the business effectiveness of their Marketing spending, campaigns and activities.

These are two of the eyebrow-raising findings identified by The Fournaise Marketing Group – one of the world’s leading All-Media Marketing Performance Measurement & Management (MPM) companies – through its Global Marketing Effectiveness Program in which it measures the performance of Marketers each year, via (1) hi-quant interviews with more than 1,200 CEOs, Management & Marketing decision-makers in North America, Europe, Asia and Australia; and (2) the actual effectiveness of 2.5+ million B2C/B2B marketing strategies, campaigns and ads Fournaise Performance-Tracks across all media channels (traditional, digital, direct, mobile) across 20+ countries worldwide each year.

80% of CEOs Do Not Really Trust Marketers (Except If They Are “ROI Marketers®”) LONDON, 10 July 2012 – 80% of CEOs admit they do not really trust and are not very impressed by the work done by Marketers – while in comparison, 90% of the same CEOs do trust and value the opinion and work of CFOs and CIOs. That’s one of the striking findings identified by The Fournaise Marketing Group through its 2012 Global Marketing Effectiveness Program, in which it interviewed more than 1,200 Large corporation and SMB CEOs and decision-makers in North America, Europe, Asia and Australia. Fournaise is one of the world’s leading Marketing Performance Measurement & Management (MPM) companies. Rise forecast for advertising spend but print revenue to fall. Marketing budget spend and ROI global report. Ad Business Full of Nontransparent Practices, Study Finds. The Association of National Advertisers said its probe of the advertising business found that rebates and other nontransparent practices are “pervasive” in the U.S., raising alarms about how ad agencies conduct business throughout the industry.

The trade group, which represents big advertisers such as AT&T Inc., General Motors Co. and Procter & Gamble Co., said that advertising companies are being rewarded with cash rebates from media companies for spending a certain amount on behalf of clients. The marketing trade group revealed on Tuesday the outcome of the eight-month probe conducted by corporate investigations firm K2 Intelligence, confirming a report by The Wall Street Journal last week.

Bass hits back at Ritson: 'Who the F are you to call our industry idiots, liars and thieves?' CMO.com's 2016 State Of Digital Marketing Infographic. Marketing Deconstructed - Communications: The Death of the Traditional/ Digital Divide. Interpublic to Shift $250 Million in TV Ad Spending to YouTube. Magna Global, the ad buying arm of Interpublic Group of IPG 0.00 % Cos., has signed an upfront advertising deal with YouTube, shifting spending from television ads in an effort to reach consumers more efficiently. Magna, MGA -3.76 % which buys ad time on behalf of clients such as Johnson & Johnson, Coca-Cola and Fiat Chrysler Automobiles, FCAU -1.63 % has committed to spending at least $250 million between October 2016 and December 2017 on Google Preferred, which offers a premium pool of advertising space on YouTube, according to a person familiar with the matter.

Magna said the ad dollars it plans to spend on Google Preferred will come out of its clients’ TV ad budgets, a big change from past deals where much of the money that it spent with the company came from other digital budgets like display advertising. “We have negotiated a meaningful share shift from linear television to digital video,” said David Cohen, president of Magna Global North America. Ad buyers including Mr. Mobile Devices Upend Google Search. New Research Uncovers the Limits of Viewability - Quantcast. The impact of 100% viewability on advertising economics. Nico Neumann, senior research analyst, University of South Australia Recently, we have seen two big holding groups pushing the agenda for viewable ads in Australia. The Future of Television: More Choices and Greater Quality. Take Off Like a Man on These High-Adrenaline Guy Getaways.

LAST FEBRUARY, Morgan Callagy found himself a very long way from his home and office, which was precisely where he wanted to be. The Evolution of Marketing. Marketing is commonly believed to have progressed through five distinct phases of evolution since the beginning of time: the simple trade era, the production era, the sales era, the marketing department era and the marketing company era. E-marketer 2016 predictions. E-marketer 2016 predictions. The CMO of the Future. New Series: Decoding Modern Marketing. GE CMO: First-Mover Mentality, Experimentation Key To Differentiation. Slide Show: Top 10 Marketing Trends For 2016.

Slide Show: Top 10 Marketing Trends For 2016. Marketers Haven't Mastered Digital Transformation. Why Marketers Struggle to Personalize. The Zombies Of Marketing: Five Channels That Just Won’t Die. Marketing Technology Landscape Supergraphic (2015) Nielsen global trust in advertising report september 2015. Copy of GE Presentation by Morris Zhang on Prezi. Consumer decision journey HBR.