I have just caught up with an interesting research report from the US into value-based pricing – the latest candidate to break the default setting of people/hours fees. In August the ANA (ISBA equivalent) and AAAA (America’s IPA) jointly published something called the Agency-Advertiser Value...
If a global client satisfaction survey had just been published (which to the best of my knowledge it hasn’t) I can confidently predict that its shock finding would be that standards of client service in creative agencies have significantly dropped. Client-on-agency evaluations routinely show numerous...
No-one in the Cafe Royal listening to Moray MacLennan's inaugural address as IPA President yesterday could have failed to be impressed with his message. Campaign today reprints the speech on pp 30 and 31. There are conflicting signals from the Titanic right now, with plenty of activity on the deck...
Some mistake surely? We normally talk about being nostalgic about the past, or worried about the future. No, after attending the Adforum Worldwide Summit in Amsterdam this week I’m nostalgic about the future I had thought we were all looking forward to. I’ve been crazybusy at an international...
A month ago I called for the industry to mount a Campaign for Real Marketing to guard against the slide into mediocrity and short-termism. Last week I blogged every day in support of A4A (Action for Ads). Now it’s time to link the two causes. Will all marketing leaders out there who haven’t...
I seem to be referring to Action For Ads in every post at the moment. So when we are just talking amongst ourselves I thought it might be OK to call it A4A Now that so many of us have signed the petition, might it be a good idea to have a debate about A4A, and how we can all make it work? It's almost...
Much of the success of UK clients is down to the advertising and marketing communications talent they can call upon to build their brands. But Action for Ads should also emphasise the role of British agencies and groups in making our industry world class. It is not all about WPP, but what an achievement...
“Big Ideas that Changed the World” is a new series starting tonight on Five – not a compilation of Golden Lions, much less Twenty Top Pitches. As an agency selection consultant of nearly 20 summers, I always try to manage expectations about The Big Idea. It’s probably time to...
Remember you saw it first on The Wethey Forecast. It is time to put the magic back into marketing, before it is obliterated by mediocrity, short-termism, and too much pre-testing, regulation and procurement. Had a drink last night with a client. He is a talented and seasoned marketer working at the European...
