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• Effectively Managing Agency Transitions

  The purpose of this article is not to analyze “why” the average tenure of client – agency relationships have declined precipitously over the last few decades.  Sadly, research conducted by Michell and Sanders in 1995 indicated that a majority of these relationships lasted “no more than” five years.  Many speculate that the average tenure today […]

• Agency Trading Desks and the Issue of Transparency

  With the rise in digital advertising budgets and the dramatic expansion in the level of inventory available from publishers, advertising agency holding companies have developed a viable alternative to ad exchanges for securing a portion of their clients’ digital media inventory needs.  This is being done through the use of agency trading desks. Simply put, […]

• Can Procurement Add Value by Focusing Solely on Cost?

  When it comes to Marketing Services sourcing, the short answer is no. Driving costs down is an important element of strategic sourcing but not at the expense of brand building, customer acquisition and revenue growth. Procurement professionals must take a broader view of their role in the marketing services supply chain if they are to […]