Channel 4 CMO Zaid Al-Qassab to join M&C Saatchi as CEO
Molly InnesThe outgoing Channel 4 CMO will join ad agency M&C Saatchi in May.
VCCP, Pablo London and adam&eveDDB win at Oystercatchers Awards 23
Josh StephensonVCCP led the way as the top agencies in the world were celebrated at the Oystercatchers Awards 23.
How a ‘focus on excellence’ helped BBH grow business by 90%
Marketing Week ReportersThe creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.
Three ways marketers can make their media plans more sustainable in 2024
Marketing Week PartnerEvery wasted ad click contributes to carbon emissions, so brands must make sustainable media a higher priority in the coming year.
The key trends in marketing production for 2024
Marketing Week PartnerIn the coming year, marketers will not only need to enhance their personalisation and AI capabilities, but also their use of technologies that make campaign creation more sustainable.
Branding, music and avoiding the perils of purpose – creative effectiveness unpacked
Rachel LawlerThe craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.
Short tenures, bad briefs, risk aversion: The common pitfalls holding back creativity, study finds
Rachel LawlerTo help foster creativity, advertisers are advised to repeat winning formulas, allocate resource against outcomes not inputs, and help the C-suite understand the commercial importance of brand, according to a new study by Thinkbox.
Marketoonist on brand names
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Why major brands are pledging to make pitching more ‘positive’
Michaela JeffersonISBA and the IPA’s newly launched Pitch Positive Pledge aims to ensure all pitch processes are necessary, efficient and mindful of mental health.
Why web accessibility must be a staple offering among agencies’ services
Marketing Week PartnerMaking web accessibility standard practice expands a company’s reach to the 15% of global consumers living with a disability, as well as mitigating legal risks.
Clarity, simplicity, insight: The key elements of a successful marketing brief
Manny PhamMore than a third of marketing budgets are wasted due to “terrible” briefs, according to a study published this week, but there are steps marketers can take to ensure the brief hits the right note.
How rethinking ‘value’ can improve effectiveness
Robin BonnThere’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
Do you have a marketing philosophy?
Tom RoachFrom Delony Sledge to Fernando Machado, marketers with a coherent brand philosophy produce better and more consistent advertising.
Pitches aren’t won on ideas alone, they are won on chemistry
Secret MarketerShowing commitment, energy and passion is far more important than gimmicks and big ideas when it comes to pitching.
Can marketers restore trust and transparency in agency relationships?
Michaela JeffersonMarketers are becoming increasingly disenfranchised by the lack of transparency in agency relationships, but there are steps that can be taken to help restore trust.