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Agency structure and core competencies

RedPaper: A new definition of creativity for ad agencies

December 6, 2010 | Author: Ignition

Agency creatives – especially those in the over-40 crowd – are experiencing a new form of angst. In a world where the creative output includes such things as recommended language for Google search returns, interface design for a new iPhone app, a creative framework for a social media program, or an idea for a branded widget, the definition of “great work” is not what it used to be.

RedPaper: Why agencies will become more like consultancies

November 16, 2010 | Author: Ignition

As marketers seek to “decouple” the agency business by selecting and contracting with their own production resources, agencies must take a hard look at the two sides of the traditional agency business model.

RedPaper: The next steps in agency transformation

October 4, 2010 | Author: Ignition

The mission of the advertising agency can no longer be to create mass media-centric solutions for clients who are increasingly dependent on other factors for brand success. Marketing communications firms that are leading the transformation of the industry are adopting new viewpoints and new skill sets. Here are some of the most important...

Guide: Solving marketing problems in non-traditional ways

September 27, 2010 | Author: Tim Williams

Part of the reason many agencies continue to produce traditional solutions to marketing problems is because they continue to use the same traditional methods of problem solving. We can’t continue to use the same methods and approaches and expect to get different results.