in 2015, the IPA commissioned research on the future of how agencies work with their clients. The findings were presented at the IPA Commercial Conference. They discuss the development of a shared agenda to rebuild trust and explore concepts around communications and customer experience.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
A brief primer for designers looking to improve their writing, learn about the historic intertwining of art directors and copywriters, and gain some tips on how to work collaboratively when marrying art and copy to create great work.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
A brief primer for designers looking to improve their writing, learn about the historic intertwining of art directors and copywriters, and gain some tips on how to work collaboratively when marrying art and copy to create great work.
Pragmatic Product Strategy - Ways of thinking and doing that bring people tog...Jonny Schneider
Presented at XConf Tech Manchester in 2014 - Video at http://thght.works/1xdSvqK
This talk explores new ways of framing the work we do in order to create effective software products. A super-pragmatic model of thinking and doing that promises to bring together technologists, designers and business folks alike, across the entire software delivery lifecycle.
A quick intro to the most important leadership capability for professionals in the 21st Century!
Contact us for more details on our practical and effective bespoke Storytelling for Business learning programme:
Email: andy@elc.com.tr
Tel: 0044 7914 691549
A quick and easy to use guide to determining your hourly or project rate based on your revenue goals. This is bonus content created for the Business Bootcamp.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...Board of Innovation
By Board of Innovation (www.boardofinnovation.com) -
Full program & tools available. A step by step approach to accelerate an internal innovation project in your company.
This presentation includes science-based principles on how to attract an audience's attention, sustain it, and convert a presentation into memorable content.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
On September 7th, 1982, legendary 'Mad Man' David Ogilvy sent an internal memo to all agency employees, titled “How to Write”. Here are 10 hints to help how to write.
Storymapping: A MacGyver Approach to Content StrategyDonna Lichaw
** Authored and presented with Lis Hubert **
Need an organized and prioritized content assessment? Sure you do! Unfortunately, it’s not always possible on a short timeline, with low funds… or is it? What if there was a way to create and facilitate an in-depth assessment of company content with organizations that are short on time and cash? Enter the storymapping approach.
Join Donna and Lis as they take you with them on their journey working with a New York City-based nonprofit to organize, prioritize, and manage program content in no time flat (and with little cash to boot). Instead of working with long research periods and deep-dive content approaches, they offer a creative method using storytelling to helping to map content needs to business and user goals.
In this session you will learn:
• How to do quality content strategy work even when constraints are many
• How to use content strategy to increase your understanding of content, even when you can’t afford fancy resources to help you
• How storymaps can be used across different touchpoints and content areas to improve the user experience.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Getting to Product Market Fit - An Overview of Customer Discovery & ValidationJason Evanish
An overview of the first two stages of Steve Blank's Four Steps to the Epiphany: Customer Discovery and Customer Validation. Includes in depth advice on the customer development interview as well.
I'm writing a book on How to Build Customer Driven Products based on tactics like the ones in this presentation. You can sign up to learn more here: http://eepurl.com/RZoO9
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
Pragmatic Product Strategy - Ways of thinking and doing that bring people tog...Jonny Schneider
Presented at XConf Tech Manchester in 2014 - Video at http://thght.works/1xdSvqK
This talk explores new ways of framing the work we do in order to create effective software products. A super-pragmatic model of thinking and doing that promises to bring together technologists, designers and business folks alike, across the entire software delivery lifecycle.
A quick intro to the most important leadership capability for professionals in the 21st Century!
Contact us for more details on our practical and effective bespoke Storytelling for Business learning programme:
Email: andy@elc.com.tr
Tel: 0044 7914 691549
A quick and easy to use guide to determining your hourly or project rate based on your revenue goals. This is bonus content created for the Business Bootcamp.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...Board of Innovation
By Board of Innovation (www.boardofinnovation.com) -
Full program & tools available. A step by step approach to accelerate an internal innovation project in your company.
This presentation includes science-based principles on how to attract an audience's attention, sustain it, and convert a presentation into memorable content.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
On September 7th, 1982, legendary 'Mad Man' David Ogilvy sent an internal memo to all agency employees, titled “How to Write”. Here are 10 hints to help how to write.
Storymapping: A MacGyver Approach to Content StrategyDonna Lichaw
** Authored and presented with Lis Hubert **
Need an organized and prioritized content assessment? Sure you do! Unfortunately, it’s not always possible on a short timeline, with low funds… or is it? What if there was a way to create and facilitate an in-depth assessment of company content with organizations that are short on time and cash? Enter the storymapping approach.
Join Donna and Lis as they take you with them on their journey working with a New York City-based nonprofit to organize, prioritize, and manage program content in no time flat (and with little cash to boot). Instead of working with long research periods and deep-dive content approaches, they offer a creative method using storytelling to helping to map content needs to business and user goals.
In this session you will learn:
• How to do quality content strategy work even when constraints are many
• How to use content strategy to increase your understanding of content, even when you can’t afford fancy resources to help you
• How storymaps can be used across different touchpoints and content areas to improve the user experience.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Getting to Product Market Fit - An Overview of Customer Discovery & ValidationJason Evanish
An overview of the first two stages of Steve Blank's Four Steps to the Epiphany: Customer Discovery and Customer Validation. Includes in depth advice on the customer development interview as well.
I'm writing a book on How to Build Customer Driven Products based on tactics like the ones in this presentation. You can sign up to learn more here: http://eepurl.com/RZoO9
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
Judging creative idea guide, this material will help the marketer especially those who work on advertising or brand to be able to formulate rational and structured thinking of judging creative idea
Meetup 120: Marketing and Selling TechnologyLisa Denis
This presentation is from Silicon Halton Meetup 120: Marketing and Selling Technology, which took place on March 10, 2020. Learn from sales and marketing experts the stages of prospect development and the tactics and strategies to be considered at each stage. Marketing and Sales are the secret intelligence agency in your business!
WNS Denali Sourcing Solutions: Elevate Your Procurement StrategySheetalSharma899215
WNS Denali Sourcing Solutions empowers businesses to enhance their procurement strategies, leveraging expertise and innovative solutions for efficiency, cost savings, and sustainable growth.
ConnectIn São Paulo 2015: Conecte-se. Transforme-se. Inspire-se. The Power o...LinkedIn
Apresentação de Jennifer Brannigan, Head de Soluções de Mídia América do Norte e América Latina do LinkedIn, no ConnectIn São Paulo, realizado no dia 23 de junho de 2015. O ConnectIn São Paulo reúne os maiores líderes do mercado para compartilhar os desafios de hoje e inspirar as soluções de amanhã.
Creative agencies are often called in to brand their clients but have a difficult time doing this to themselves. This paper from Swystun Communication provides highly practical and creative lessons for standing out.
Stop Pushing Sales! Focus on the Art and Science of Revenue Conversion Carpedia Consulting
We have just completed an assignment for an international systems integration company handling super-high value projects in the enterprise space. Essentially a professional services business, this company’s revenue growth was a key area of focus particularly in the area of account management and revenue expansion.
Much of the new business process in professional services involves "the pitch". This paper provides creative and practical ideas on how to win (or not lose) your pitch.
Continuous Professional Development - Key to Commercial Success in AdvertisingThe_IPA
A presentation by Andrew Pinkess of the IPA's Professional Development Group which outlines the evidence linking training and development to the growth of marketing and advertising agencies.
#IPASocialWorks Social Media Measurement GuidesThe_IPA
The IPA, The Marketing Society and the Market Research Society (MRS) have launched a groundbreaking #IPASocialWorks joint initiative, with Facebook and Twitter sponsorship, to identify good practice in social media effectiveness and measurement. The short and expert guides to measuring not counting are now available to view. Learn more here http://www.ipa.co.uk/news/industry-publishes-social-media-measurement-guide
The IPA hosted its Talent Adaptathon at Altitude in London on 7th October 2014 in association with Daniel Marks London. IPA President Ian Priest (International MD, Chime Communications) talked about winning the war for talent to wrap up his ADAPT agenda. Get involved by visiting the Hub www.ipa.co.uk/adapt/talent and on Twitter #ipadapt.
Sydney Hunsdale: The business case for retention - specialists v generalistsThe_IPA
The IPA hosted its Talent Adaptathon at Altitude in London on 7th October 2014 in association with Daniel Marks London. Sydney Hunsdale (Consultant, Former Global COO Razorfish & Chief CFO Vivaki EMEA) talked about investing for growth and the business case for retention - specialists v generalists. Get involved by visiting ADAPT Hub www.ipa.co.uk/adapt/talent and on Twitter #ipadapt.
Dr Max Blumberg: Harnessing the power of human capital for the digital ageThe_IPA
The IPA hosted its Talent Adaptathon at Altitude in London on 7th October 2014 in association with Daniel Marks London. Dr Max Blumberg (CEO Blumberg Partnership, Goldsmiths Research Fellow & CIPD Consultant) talked about harnessing the power of human capital for the digital age. Get involved by visiting the ADAPT Hub www.ipa.co.uk/adapt/talent and on Twitter #ipadapt.
Jane Asscher, Pete Buckley and Alexia Clifford discuss performance planning a...The_IPA
The IPA hosted its Performance Adaptathon at Altitude in London on 8th July 2014 in association with ISBA, Kingston Smith and RedHAT. 23red's Jane Asscher, Pete Buckley from MEC and Alexia Clifford of Public Health England discussed performance based planning and reporting of the Change4Life campaign. Watch the video: https://www.youtube.com/watch?v=g6bRK9B47zQ. Get involved by visiting the ADAPT Hub www.ipa.co.uk/adapt/performance and on Twitter #ipadapt.
Engine Group UK CEO Debbie Klein on thinking outside the remuneration boxThe_IPA
Engine Group UK CEO Debbie Klein reveals how to think outside the box when starting out on planning new models of remuneration. This presentation was shown at the IPA's Performance Adaptathon in London on 8th July 2014. Watch the video: https://www.youtube.com/watch?v=G4zlmErJHOY. Find out more about ADAPT at http://www.ipa.co.uk/performance and join in the conversation on Twitter using #ipadapt.
Peter Field on maximising campaign efficiency using the IPA Effectiveness Dat...The_IPA
Marketing consultant Peter Field talks about maximising campaign efficiency in advertising using key learnings from the treasure trove of knowledge that is the IPA Effectiveness Databank. This presentation was shown at the IPA's Performance Adaptathon in London on 8th July 2014. Find out more at http://www.ipa.co.uk/effectiveness and join in the conversation on Twitter using #IPAEff.
IPA President Ian Priest strives for win-win performance in client/agency rel...The_IPA
IPA President Ian Priest introduces the fourth chapter of his ADAPT agenda with a look at how the industry can attain win-win performance in client/agency relationships by moving towards less time based and more value/risk-based remuneration models. This presentation was shown at the IPA's Performance Adaptathon in London on 8th JUly 2014. Find out more at www.ipa.co.uk/adapt/performance and join in the conversation on Twitter using #ipadapt.
Pernod Ricard CMO Martin Riley on the future of effective partnerships from t...The_IPA
Martin Riley, Pernod Ricard CMO and President of The World Federation of Advertisers (WFA) looks at the future of effective partnerships from the client's side. He believes Creativity, Challenge, Connected (to business), Continuity and Culture key for clients with Communication, Creativity, Craft, Contribution (to business) and Committment key for agencies. This presentation was shown at the IPA's Performance Adaptathon on 8th July 2014 in London. Find out more on our website www.ipa.co.uk/adapt/performance and join in the conversation on Twitter using #ipadapt.
Tim Williams on how North American agencies are transforming their approach t...The_IPA
Ignition Consulting Group Founder Tim Williams reveals how some North American agencies are transforming their approach to compensation using fixed, variable and dynamic price models. This presentation was shown at the IPA's Performance Adaptathon in London on 8th July 2014. Find out more at www.ipa.co.uk/adapt/performance and get involved in the conversation on Twitter #ipadapt.
Big Data and Analytics: The IBM PerspectiveThe_IPA
Gareth Mitchell-Jones, Associate Partner Big Data & Analytics at IBM, shares his thoughts on the hot topic of Big Data from his unique perspective at an IPA 44 Club event in London. To learn more about The IPA visit www.ipa.co.uk and The 44 Club here http://www.ipa.co.uk/groups/44-club-2
How media agencies solve the big data revolutionThe_IPA
George Maynard, Group Head of DataScience at Annalect, shares his thoughts on how media agencies are coping with the big data revolution at an IPA 44 Club event in London. To learn more about The IPA visit www.ipa.co.uk and The 44 Club here www.ipa.co.uk/groups/44-club-2
VCCP Kin Production Director Chris Chaundler - Sustaining brand conversationThe_IPA
VCCP Kin Production Director Chris Chaundler's presentation from the Agile Creative AdaptLab at The IPA's Agility Adaptathon in London where he looks at how to sustain brand conversation 24-7 in an always on world. Learn more about Agility www.ipa.co.uk/adapt/agility & on Twitter #ipadapt
Victors & Spoils CEO John Winsor - Crowd sourcing in the USAThe_IPA
Victors & Spoils CEO John Winsor's presentation from the Agile Creative AdaptLab at The IPA's Agility Adaptathon in London where he covers the latest crowd sourcing ideas and advertising creativity from the USA. Learn more about Agility www.ipa.co.uk/adapt/agility & on Twitter #ipadapt
AppNexus VP Sales EMEA Nigel Gilbert's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he talks about the demand side platform (DSP) from the client perspective. Learn more about Agility here www.ipa.co.uk/adapt/agility & on Twitter #ipadapt
Xaxis CEO Caspar Schlickum - Programmatic media buyingThe_IPA
Xaxis CEO Caspar Schlickum's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he introduces programmatic media buying and real-time bidding from a trading desk perspective. Learn more about Agility www.ipa.co.uk/adapt/agility & Twitter #ipadapt
IPA Agility Adaptathon - #IPASocialWorks Agile Social Media MeasurementThe_IPA
The Institute of Practitioners in Advertising (IPA) hosted an #IPASocialWorks session at Altitude in London on 7th May as part of their Agility Adaptathon to discuss how to better measure social media ROI and effectiveness. MBA represented the agency community with Barclaycard, BP, RSA, Sony and Transport for London, the client side. Learn more at www.ipa.co.uk/adapt/agility & @IPA_Updates
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
6. Confidential & Proprietary. Not For Public Distribution. Do Not Copy.6
The IPA client relationship group
Leigh Thomas (Chair)
Dare
Joyce Kelso
Head of Groups
Richard Alford
M&C Saatchi
Jason Cobbold
Redscout
James Denton-Clark
Karmarama
Kate Cox
Bray Leino
Helen James
BBH
Pippa Glucklich
SMV Group
Sarah Hennessy
MEC Global
Sara Tate
Mother
Mark Boyd
Gravity Road
10. Confidential & Proprietary. Not For Public Distribution. Do Not Copy.10
1
Discussion with the IPA
Agency Group
24
Senior marketing clients
25
Agency CEOs and leaders
19. Confidential & Proprietary. Not For Public Distribution. Do Not Copy.19
They do not value us as much as they once did.
Our relationships are weaker, shorter, with more and more pitching
We only hear half the conversation sometimes.
You know there is a conversation before the meeting and it goes on after the
meeting
I sense they do not trust us, they hold back.
We no longer feel we get the full picture
There is a diminishing acknowledgement of agency capabilities
There is an inherent tension in the working relationship and an increasing
lack of love and respect for our industry
Fundamental mistrust between many of us. I don’t feel they value our talent
and skills as they once did
We are rarely honest with each other about decisions or how each other feel
about ideas. It's essential that there is honesty from both the client and agency
A fragmentation of strategy has led to so many people being involved. This
has bred a culture of mistrust
20. Confidential & Proprietary. Not For Public Distribution. Do Not Copy.20
Struggling to deliver better, faster, cheaper
21. Confidential & Proprietary. Not For Public Distribution. Do Not Copy.21
Clients want it all, they want it now, want it to be great and they expect it to
be cheaper
Clients are demanding acceleration of delivery. We are struggling to keep up
with demands
More pressure to deliver cheaply, less resource to do it, more frustration,
more blaming
We are chasing bottom lines and being forced to push products and services
that make the most revenue. It is harder to always consider what’s best for the
client and brand
Procurement has become ever present, driving down cost at the expense of
time to deliver properly
All our clients are putting us under increasing pressure, as they are under
pressure. It’s a vicious cycle
It’s getting faster and faster and faster. There is a the danger of losing the
essence of what makes agencies strong
The need for speed is turning what we do into a commodity and harming the
value of creativity
23. Confidential & Proprietary. Not For Public Distribution. Do Not Copy.23
We are slipping further and further away from the top table discussion
We’ve become implementers of short term tactics focussed on short term sales.
I’m involved in fewer discussions about long term brand strategy
Marketing’s own ground is shifting, this is leaving us out in the cold
We are getting stuck with mid-level marketers who lack accountability and
sight of the top-table agenda
We’re no longer connected at CEO level. Now seen amongst a bunch of other
agencies
The brand discussion has become an internal organisational discussion, no
longer limited to just products and services. We’re not always involved in this
discussion
More and more are asking for content that is delivered across devices, aligned
to what audiences need and want
They once looked to us for advice on the strategy but now they are looking at
so many others as well
25. Confidential & Proprietary. Not For Public Distribution. Do Not Copy.25
Collaborate they say. We try. But it is becoming harder and harder. We have
to learn new skills in collaboration
Clients said they want integrated full service, one-stop shops. A dream team,
cream of the crop but what agencies deliver is integrated mediocrity, with no
clear navigation tools
The client rarely creates an environment where agency collaboration is
possible. Clients need to elect a lead, otherwise it doesn’t work
The lead agency is often too controlling, wanting to champion their creative
idea, rather than solving the real consumer problem
Agencies are sometimes at fault when it comes to collaboration. Not being
true to their specialism and saying they can do it all
There is no incentive to collaborate at the moment. Although some clients are
beginning to build it into their appraisal systems
Clear ideas should be centrally nurtured - controlled and radiated out through
the centre
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The industry has become diversified and pluralist, the implication is spend is
now divided up across more suppliers. There is less to go round
We’re not getting paid for the true commercial value of our ideas
The conversation increasingly about the reduction of cost when it needs to be
value versus cost
The dynamic with procurement can be very counter to clients explicit request
for a ‘partner’
We need to get better at engaging with procurement
28.
29. Access to wider parts of the business
New reward models and fair payment
Clients to establish clear principles and models for collaboration
Space to deliver creative excellence and build long-term value
Involvement in broader strategic discussions
Clear KPIs and incentives for collaboration
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They come in on talk mode. It’s all about what they think I should be doing
Some agencies monopolise all the meetings, sucking all the oxygen out the
room
They are like nagging children, they have no awareness that they are only a
small part of my role
Being part of the team and integrated required knowing what’s going on, how
I work
Agencies should break up current operating models where account teams are
gatekeepers to planning and creative. They think about how to innovate in
how they service clients, be quicker and better at collaborating, think about
offering up payment by results
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Narrow view of the Marketing Director role
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Agencies need to “get with the programme”. Most have not moved to anything
like the P&L driven, dynamic environment in house marketing teams have to
operate in
Agencies still overly "creative driven" - they never arrive at a conclusion that
is focussed or driving the business
Knowledge sits high up in the agencies, but those aren’t the people who work
on my account
They don’t understand the numbers and can’t build business cases,
particularly creative agencies
They put their P&L first rather than bringing to life their own specialism in an
ecosystem of specialists. You can’t be all things to the client
It's time to focus on solving the business problem and think of yourselves as
brand people, strategy custodians. Think big picture
The strategic discussion is shifting away from communications towards
customer engagement and product innovation
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They think, wrongly, that a Marketing Director is all out creative, when in
fact less and less of their time is spent on that
I need people who understand my business, are wise and have a way of
getting to the hub of the business, but without being too geeky
Agencies need to understand the marketing jigsaw, why and how decisions
are made
Internally we are getting involved in the sign-off process, outside of
marketing. We now need to co-create with non-marketing functions
They don’t all get it. Our focus is being more direct with end customers
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Not understanding their customers’ world
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Shoreditch microcosm of people coming out of the same mould, they have no
idea about the real world
A lot of people in the industry like to navel gaze and aren’t streetwise or
connected to the consumer
I don’t think any of them have ever been into an ASDA store, they shop at
Whole Foods
My agency doesn’t know how to communicate with the 18-24 year old
audience, no one at their agency seems able to develop a campaign that keeps
them engaged
They used to know our customers, but that planning skill has become
executionally focussed
Agencies need to come in being almost a management consultant - this is a
very useful thing for clients. This it too often seen as the unglamorous part of
the role
I’m seeking a partner agency that is less reactive and more proactive,
identifies ideas that can transform my business
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Not just advertising. Not just TV. Not just digital.
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It’s about connected customer experiences
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Ad agencies are still focussed on old school advertising with its sparkly veneer
They still think it is about the ads when it’s about so much more
It is now all about creating engaging experiences, most agencies seem to have
missed this shift, still thinking it is about communications
When they talk digital, it is still comms, whereas I am thinking service
innovation
Digital overblown as ‘new’ now – its just another channel. It needs to be more
joined up across delivery
Is now all about putting customers first and designing seamless experiences
(driven by technology and innovation)
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Our brand has evolved, from being a challenger to being more credible and
purpose driven
Less brand-centric and more about connecting with consumers, being
relevant. There is a corresponding shift in how you use content and channels
Agencies need to start demonstrating platform neutral innovation
The strategic discussion is shifting away from communications towards
customer engagement and product innovation
Understanding and loving the business is what agencies used to do. They also
need to come up with product ideas, not only repositioning the brand
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I’ve been disappointed in the past by agencies telling me they
do everything, but then they can’t deliver, or at best they
partially deliver
Specialise rather than generalise – think about it, can one
agency really be the best at everything? Do your clients really
believe this?
More and more clients are requiring specialists to go in and
work in their businesses. They are also building in-house
resource
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The industry is just not attracting smart new, diverse talent
There is a lot of nepotism within advertising
They are all fishing from the same pond
Hoxton is such a different 'out of touch' world. The industry
needs to do more to attract really clever people
Agencies need to realise they are competing with the City and
even US for good talent
50.
51.
52. Greater commercial awareness
A broader creative contribution
Beyond comms, more focus on customer experience
Commercial creativity, with clear ROI
More diverse talent including technical skills
Genuine collaboration
Better integration of specialist skills to deliver the connected experiences
54. Innovating fast
Building in-house talent
Blurring the lines of internal external
Leading integrated teams themselves
Developing new skills to manage change
Winning and developing talent
Evolving new models and ways of working
Working with a broader range of partners
60. Greater commercial focus and responsibility
Focus on long as well as short-term goals
Articulate how purpose underpins customer experiences and
galvanises new behaviours
Define the collaborative working model
Establish clear accountability and performance measurement/ROI
Broaden the diversity of talent
Create fair reward models and payment structures
Editor's Notes
Feeling a lack of trust and respect for what agencies do
Failing to listen and recognise how clients’ needs have changed and evolved