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Assessments news |
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Why is genius in short supply?
Published 10th April 2008
(Marketing Week)
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Advertising is a clever business. Salaries are high and agencies are expensive. There is intense competition between ad agencies and for jobs. So why are geniuses in short supply?
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So what's the Big Idea?
Published 10th January 2008
(Marketing Week)
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I wrote about agency proprietary tools in this column a year ago. There's been some activity on this front during the 12 months, which has inspired me to return to the subject. The digital revolution has also focused attention on the need for integration. So I have been wondering which of the proprietaries are sustainable in a world where the consumer is king, and loudspeaker communications have been superseded by debate
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Wanted: brand champions
Published 13th September 2007
(Marketing Week)
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London now emulates Paris, shutting shop for August. For me, holidays mean getting up at a reasonable time, swapping pigeons for herring gulls, and reading Wilbur Smith as a reminder of what real heroes are like.
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Communicatus Interruptus
Published 24th May 2007
(Marketing Week)
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When the heroic 19th century US pioneers of advertising, such as Francis Ayer and James Walter Thompson, invented the interruption model, they can have had little idea of the extent of their genius. At a stroke it transformed how newspapers and magazines worked.
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In defence of global networks
Published 22nd February 2007
(Marketing Week)
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Global professional service businesses seem to do pretty well. One thinks of category leaders: McKinsley, Clifford Chance, Accenture, PriceWaterhouseCoopers, and investment banks like Goldman Sachs and Lehman Brothers. So what’s different about ad agencies? A Martian ad industry watcher with access to websites, the trade press and the watering holes of Soho might well conclude that it is all up with the giant international creative agencies – at least here in the UK.
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Some initial thoughts...
Published 11th January 2007
(Marketing Week)
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The names advertising agencies choose to bestow upon themselves are often perplexing, particularly to a nation in the grip of letters, says David Wethey.
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AAI and Haystack to create partnership
Published 11th January 2007
(Marketing Week)
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The Haystack Group and Agency Assessments International are forming an alliance to cover agency search and selection both in the UK and internationally. The AAI Haystack Partnership's first brief is the global review of the Volvo account.
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Haystack and Agency Assessments form alliance
Published 10th January 2007
(Brand Republic)
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Agency search consultants the Haystack Group and Agency Assessments International have formed a partnership to handle UK and international assignments, and are working together on the international Volvo creative review.
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'I want my agency to make profit'
Published Winter 2006
(Market Leader)
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We work for advertisers, advising them on all aspects of their agency relationships. Whether we are working on a pitch or a relationship management assignment, agency compensation is always a factor.
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Demand chains and lovemarks
Published 9th November 2006
(Marketing Week)
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I've always been fascinated by agencies' proprietary tools: "demand chain" - creating demand by turning the supply chain on its head - belongs to McCann Erickson, while "lovemarks" (very special brands that are adored by consumers) comes from Saatchi & Saatchi.
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The Marketer: The Shocking Truth about the Pitch
Published September 2006
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Could I convince you that decision-making is a higher order management skill than leadership? I am confident I could, but this isn’t that article.
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Summertime blue-sky thinking
Published 10th August 2006
(Marketing Week)
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The marketing industry may see itsef as cutting-edge, but it is living in the past and the rule book should be rewritten, says David Wethey
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New moment of truth for the traditional approach
Published 18th May 2006
(Marketing Week)
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Impulse stimulus at the point of purchase threatens the classic role of agencies and big ad budgets. To survive, the industry's brightest and best must wake up to the 'first moment of truth', argues David Wethey.
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Redefining relationships at a time of constant change
Published 16th March 2006
(Marketing Week)
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In an unsettled world where brands choose to work with many different agencies, it could be time to reassess the way clients and agencies pick each other, and the reasons why, says David Wethey.
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Will creative independents fall prey to global media shops?
Published 12th January 2006
(Marketing Week)
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Small agencies are bucking the trend towards consolidation, but this situation may not last if the big media buyers have their way, says David Wethey.
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Agencies have woken up and are ready to enter the new era
Published 22nd September 2005
(Marketing Week)
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Despite facing an unprecedented rate of technological change, the advertising industry has not stagnated or gone into retreat, as the AdForum Global Summit showed. By David Wethey
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Travelodge reviews £4m advertising account
Published 15th September 2005
(Marketing Week)
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Hotel company Travelodge is reviewing its £4m advertising account, held by Euro RSCG, in the wake of a rebranding exercise earlier this year.
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How the high and mighty fail for sheer lack of confidence
Published 4th August 2005
(Marketing Week)
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The major network agencies are strangely shy about their size, power and global reach. Why should this be so, when they are equipped to deal with any challenge a client is likely to face? asks David Wethey
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Havana Club rum seeks Euro profile
Published 24th June 2005
(Campaign Magazine)
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Havana Club rum has appointed Agency Assessments to approach network agencies about creating a pan-European campaign.
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Plantronics aims for European foothold
Published 22nd June 2005
(Marketing)
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Plantronics, the US communications headset manufacturer, is gearing up for a high-profile pan-European advertising campaign after handing its £4m marketing business to Amsterdam agency BSUR.
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HP £6m ad pitch remains on track
Published 22nd June 2005
(Marketing)
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HP Foods' advertising pitch is set to continue, despite HJ Heinz's acquisiton of the group this week.
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Agencies in flux
Published 7th June 2005,
(Brand Strategy)
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Only 30% of clients believe global agencies deliver better all-round performance than local agencies, say David Wethey and John Sealey
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Holding company pitches: Are they a big deal?
Published 18th March 2005
(Market Leader Spring 2005)
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The HSBC, Samsung and Intel pitches - advertisers seeking to appoint holding companies rather than agencies - have generated a lot of interest in the marketing community. What does this really mean?
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Letters to the Editor
Published 15th April 2005
(Campaign )
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Challenging Broadbent on his remuneration essay
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WeekEnder
Published 13th April 2005
(Mad.co.uk )
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David Wethey is founder and chairman of Agency Assessments International, the agency search and selection consultancy. What does he search for at the weekend?
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Getting the right Agency. It's a question of timing
Published 13th December 2004
(DM Weekly)
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It all started so well. But now things aren't running quite as smoothly with your DM agency. They've been onboard since your predecessor appointed them three and a half years ago and quite frankly they're now not cutting it. What's more, you're worried that with next Spring's major push being so reliant on a truly great DM campaign, you can't risk the Agency screwing up and not delivering.
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Time to reinvent the pitch
Published 1st October 2004
(Admap)
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Despite rumours to the contrary, I was not around for the first issue of Admap in 1964, but I only missed it by a year. I will not be around for the golden jubilee online issue either. But that does not stop me from following the brief that all contributors in this anniversary issue have been asked to look at: what may happen over the next ten years. I am concentrating on my 'specialist subject' - the pitch process. I do not have a problem with either the history or the future of it, more with the unsatisfactory state of affairs right now. But let's start with the history.
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Taking stock of the one-stop shop
Published 30th November 2004
(FT Creative Business)
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Despite the recent new business wins for marketing conglomerate WPP, only a handful of corporate clients regard international agencies as delivering better performance than local agencies.
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Old Business Development
Published 27th July 2004
(Financial Times)
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STOCK MARKET ANALYSTS say of volatile companies that outperform a rising market (and suffer more when it is going down) that they have a high Beta Factor. These companies are often particularly market-sensitive because they themselves have invested in the market - big insurance companies for instance.
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Where is the real deal?
Published 14th July 2004
(Marketing)
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Marketing readers feed on a rich diet of change. Accounts are always moving. The client marketing executives who make the agency appointments seem to switch jobs frequently.
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Executive decisions
Published 7th May 2004
(The Drum)
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Pitch perfect? Temperatures are soaring in Scotland’s agencies as the Scottish Executive’s tendering process gets underway. Here, Andy Crummey of Agency Assessments offers some crumbs of advice to ensure it runs smoothly.
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Advertising: Linking Agency Fees to Ad Success --- Consultant Pushes to Upset Current Payment Formula; P&G Is Model for Change
Published 29th March 2004
(The Wall Street Journal)
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London -- DAVID WETHEY IS opening a new front in the increasingly sensitive debate over how advertisers should pay their agencies.
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Opinion: Andy Crummey
Published 2nd March 2004
(Media Week)
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There are relatively few media companies in the Scottish market. Feather Brooksbank dominates the indigenous market followed by MediaCom Scotland.
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Agency Talk: Media agencies can claim victory in the battle with creatives - for now
Published 3rd February 2004
(Media Week)
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The Battle is won - now for the war
It may be old fashioned to view the relationship between the two sides of media as a fight, but go into any agency and you will find plenty of tough talking about “the other side”.
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Beware of those with just the answers you’re looking for.
Published November 2003
(Sales Promotion)
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Stuart Pocock, Partner of Agency Assessments International, offers advice on choosing and using a sales promotion agency.
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BSkyB's Crummey to head Agency Assessments North
Published 9th October 2003
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Former head of airtime sales and marketing at BSkyB Scotland, Andy Crummey, is to run the new office of Agency Assessments International, based in Edinburgh.
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OPINION: Marketing Society - Reinventing 'the line' as the route to collaboration
Published 21st August 2003
(Marketing)
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I suppose I shouldn't say it, but 'integrated agency' and 'through-the-line' are not phrases that lift my spirits.
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Agency Assessments and billetts form ad alliance
Published 3rd March 2003
(Campaign)
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LONDON - Agency Assessments International and billetts have formed a strategic alliance in a bid to offer clients end-to-end evaluation and optimisation over all their marketing communications.
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AN OPEN LETTER TO WILLIAM ECCLESHARE
Published 21st February 2003
(Campaign)
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Dear William, I read your Campaign essay “Rediscovering the Faith” in the 31st January issue with interest and sympathy.
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Managing global brands.
Published 26 July 2002
(Brand Strategy)
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David Wethey recommends a different process for international clients and
agencies to follow in global campaigns.
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AAI seeks franchise agreements to grow its offering overseas
Published 5th July 2002
(Campaign)
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Agency Assessments International, which specialises in agency selection and the management of agency and client relationships, is exporting its offering to Europe and the Far East.
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Industry launches new agency guidelines
Published July 2002
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The five key trade and consultative bodies for the advertising, marketing
and public relations industries, DMA, IPA, ISBA, MCCA and PRCA, have
collaborated for the first time on guidelines for the business on agency
search, selection and managing client-agency relationships.
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Should agencies worry?
Published 16th April 2002
(Financial Times)
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IPA’s Bruce Haines reckons penny-pinching clients threaten agencies’ livelihoods. Both sides have cause for concern.
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Current market conditions demand rigorous cost control
Published 1st December 2001
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As clients and agencies wrestle with the twin problems of recessionary conditions and a highly unstable global political environment, cost control is of paramount importance. The question is: how to take out cost without compromising quality?
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