Client & Proposition Director, Ryan Rooney, considers the pros and cons of running marketing effectiveness insourced, outsourced, or using a hybrid model in between.
For advertisers to thrive in the increasingly-complex and resource-intensive media and marketing ecosystem, they need healthy media agency networks. And despite the chill headwinds of first the pandemic and then the growing global economic crisis, the world’s agencies are holding up remarkably well.
The US Association of National Advertisers (ANA) recently held its annual Advertising Financial Management conference. The event brings together sourcing and finance professionals on the client side, together with their agency counterparts.
The “Bayesian versus traditionalist” tribal conflict has reached the media mix industry. Until recently, this had been a rarefied debate, limited to the data scientists who work in our marketing effectiveness practice. But there’s evidence that is shifting from the theoretical to the practical in the sector.
In the increasingly complex marketing ecosystem, it’s important that advertisers regularly revisit and remind themselves of the fundamental principles of
Although the ANA media agency contract template is based on American law and tailored to the unique commercial nuances of