Amanda Tan -

Ensure The Success of Gen AI Integration With Contract Reviews

The increased adoption of Gen AI in the marketing supply chain is revolutionizing how agencies and brands interact, create and collaborate. With this shift comes a crucial need for thorough contract reviews—not merely as a legal formality, but as a vital aspect of risk management. Having that conversation around responsibility and liability upfront will provide […]

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Driving Transparency in Influencer Agency Partnerships

Cracking the Influencer Marketing CodeIn today’s dynamic marketing landscape, brands are increasingly turning to influencers to enhance reach and credibility. However, managing influencer partnerships, especially through agencies, can present challenges related to transparency and performance. From selecting suitable influencers to conducting performance assessments, being armed with key insights and best practices helps marketers optimize their

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How To Mitigate The Revolving Door Of CMOs

Marketing Mag – Often overlooked during a CMO transition period is the agency on record. The brands’ agency partner can be a valuable repository of information, skilled in designing, executing, and reporting on marketing strategies. They might have even crafted the current strategy with the previous CMO so not consulting with them may be a huge

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How the Middle East Became the Latest ‘Gold Rush’ in Marketing

Wall Street Journal – Four years ago, Saudi Arabia made up a small proportion of business at Lightblue, a creative experience and tech agency based in Dubai. These days, 40% of its business comes from the country, says co-founder David Balfour, who opened an office in Riyadh last month as a result. “The conversation used to

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Why Marketers are Taking Over Reviews from Consultants – And How Agencies Can Adapt

AdAge – Under economic pressure, more and more marketers are skipping search consultants and taking agency reviews into their own hands. Search consultants operate on a fee-for-service basis, and their pricing varies based on the size and complexity of the review. Fees can span anywhere from $25,000 to $250,000, according to one search consultant who spoke

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Will the Fractional CMO Wave Hit the HK Marketing Industry? CMOs Weigh In

Marketing Interactive – The term “fractional CMO” – FCMO – has been gaining traction in the marketing industry. Simply put, a fractional CMO, or FCMO, is an outsourced role where an organisation hires an external expert to helm the role of the CMO without committing to the cost of a full-time one. This has seen the

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Unraveling the AI Dilemma in Media Agencies: Cost Savings or Revenue Shake-up?

Digiday – As media agencies tout the potential of AI efficiencies, marketers are probing: Will this translate to cost savings, and if so, will those savings benefit them? No one’s brandishing pitchforks yet, but a storm of probing questions is gathering momentum. Marketers are asking: How is your agency harnessing AI and automation? Which tasks or

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Inside Cannes Lions 2024 Costs for Brands and Agencies — Measuring the ROI of Activations

AdAge – Branded presence at the festival can cost anywhere from $108,000 for a brunch to $4 million for a blowout concert, per a sales deck and interviews. Splashy installations also give an impression of prosperity and success to prospective clients and talent. And sending employees to Cannes can pay dividends in terms of retention and

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An 8.4% Increase in Creative Investment Throws Light on A Relatively Muted 2023 Global New Business Landscape

The Global Creative and Media new business landscape for 2023 proved to be relatively muted despite marque accounts like Pfizer, Uber, and Kimberly-Clark put under review, according to independent global marketing consultancy R3. The number of total accounts awarded decreased 2.9% year-on-year while overall value increased 5.3%. Publicis Groupe leads the 2023 New Business League

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Marketing Briefing: Agencies See More RFPs for Brand Building Amid ‘Recalibration’ of Marketers’ Priorities

Digiday – In recent years, marketers have been putting more emphasis on performance marketing, proving efficiencies of ad budgets and retooling creative to tout value amid economic uncertainty. More recently though, marketers have shifted focus back to brand building and they’re looking for help with things like brand affinity, brand strategy, brand identity and brand refreshes

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Author name: Amanda Tan