Where next for the Digital Mad Men?

Two apparently contradictory stories from the UK marketing press caught my eye recently, each from an impeccable source. One set of figures came from the Institute of Practitioners in Advertising (IPA) and the other from the Advertising Agency Register (AAR).

Firstly, UK Digital ad spend is still increasing and senior marketers expect this to continue. Indeed according to the respected IPA Bellwether report, online display spend forecasts were revised up 13.4% and Paid Search budgets revised up 14.9% during the last quarter of 2011; this despite the fact that marketing chiefs are, overall, more pessimistic about the year ahead than they […]

2012-03-11T09:35:09+00:00 February 27th, 2012|Agencies|2 Comments

Integrated solutions need integrated knowledge

Seems like everyone’s talking about integration of digital platforms at the moment. However in my experience, far fewer people are actually doing it. We still have Search specialists, Social Media specialists and Mobile specialists. They’re not talking to each other enough. These silos exist both within client marketing departments and in the agency world.
But the winds of change are […]

2011-09-02T13:35:20+00:00 February 5th, 2011|Agencies, Integration|3 Comments

Getting the most out of digital agency relationships

(An edited version of this post first appeared on www.aprais.com.
Aprais is a global business relationship management consultancy.)

For most people working in marketing, the ideal client/ agency relationship is a healthy one, based on mutual respect and perceived equality: i.e. a true partnership. However we all know “all good things must come to an end” and with agency-client relationships, this sometimes happens prematurely.

So what about digital? Well because digital is still relatively new, and fast-changing, the picture is fragmented. And because digital is growing so fast in […]

2011-09-02T13:33:49+00:00 April 25th, 2010|Agencies|3 Comments