How To Find A Successful Advertising Partnership For Your Brand

BEN ZIMMERMAN | September 18, 2018

article image
Advertising agencies were created to focus on building brand awareness and sales so the companies they represented could concentrate on what they do best. But today’s complex, multifaceted marketing efforts require competency in digital, broadcast, social media, marketplace management (such as Amazon), print, outdoor and a host of other specialties. The notion that one single agency can do all of the above and do it exceptionally well would be ambitious if it were not foolhardy. The reality of today’s effective integrated marketing effort is that it relies on a combination of internal expertise that collaborates with outside resources, which typically includes one agency or more. How does a brand avoid being disappointed by their agency partners? What should one look for when conducting an agency review to ensure the collaboration will be successful? One might start by looking at some of the reasons why the agency model fails. Here is a quick checklist.

Spotlight

LiveRamp, An Acxiom Company

LiveRamp is the leading data onboarder, empowering marketers to use their customer database in their choice of online advertising platforms for targeting, ROI measurement, content optimization, and more. LiveRamp offers 1-to-1 exact user matching while retaining the highest match rates in the industry and is the only company solely focused on onboarding data safely, securely, and accurately. LiveRamp believes in the power of connected data. We unify customer data across disparate applications, enabling a new generation of marketing tools. Our goal is to empower brands to seamlessly leverage their marketing data to delight customers with relevant and singular experiences.

OTHER ARTICLES
SOCIAL MEDIA ADVERTISING

Easily import your Facebook Ads into the Microsoft Audience Network

Article | May 28, 2021

Are you new to audience campaigns, or looking to expand your existing presence on the Microsoft Audience Network? Using Facebook Import, it’s now easier than ever to get audience campaigns up and running by importing from Facebook Ads. Now rolling out to all advertisers in the United States, United Kingdom, Canada, Australia, New Zealand, France and Germany, this new feature is designed to save you time and maximize ROI by seamlessly bringing over your campaigns from the Facebook Audience Network into the Microsoft Audience Network. Facebook Import can be used as a standalone tool, as well as a powerful complement to any existing Google Import strategy.

Read More

Industry Pros Speak on Gen Z's Need for Authenticity, Community, and Fluidity

Article | May 28, 2021

With the cancelation of SXSW due to coronavirus (COVID-19), The Female Quotient quickly shifted its in-person sessions to live but virtual discourse on subjects top-of-mind for marketers today. One especially hot area: building a connection with Generation Z. Several female marketing leaders representing Gen X, millennials, and Gen Z, weighed in on the topic in FQ's SXSW Virtual Equality Lounge — discussing how gen Z is reshaping perspectives.

Read More

Be brave with your advertising – in difficult times, your consumers need you

Article | May 28, 2021

Brands that continue to advertise through the coronavirus crisis will enjoy increased salience as consumers use media to occupy their time – and if you don’t, your competitor will. The most common question I’ve been asked by brands in the past two weeks is: “Should we continue to invest in advertising during the coronavirus outbreak, when so many people are isolated?” Marketing Week’s own figures show that many marketers are delaying their campaigns during this time. The truth is, none of us really knows the answer, but I can’t help but feel that for consumer brands this is the time to show that your brand matters. During times of uncertainty and hardship, we look for support, reassurance and even entertainment from brands we trust. It’s in uncertain times when we’ll need and remember you the most.

Read More

Google to allow some coronavirus ads after broad ban

Article | May 28, 2021

Google will lift a broad ban on coronavirus advertisements, phasing in some advertisers with a priority on those working directly on the pandemic. The company started blocking coronavirus-related ads in January, placing them under its "sensitive events policy," which blocks ads that exploit people during events such as natural disasters, public health emergencies or tragedies by advertising fake or hoarded products. Axios first reported that Google's head of industry, Mark Beatty, sent a memo to clients that it will start to run some coronavirus ads. Advertisements to run this week will include public service announcements from "government entities, hospitals, medical providers, and NGOs who want to get relevant information out to the public," according to the memo.

Read More

Spotlight

LiveRamp, An Acxiom Company

LiveRamp is the leading data onboarder, empowering marketers to use their customer database in their choice of online advertising platforms for targeting, ROI measurement, content optimization, and more. LiveRamp offers 1-to-1 exact user matching while retaining the highest match rates in the industry and is the only company solely focused on onboarding data safely, securely, and accurately. LiveRamp believes in the power of connected data. We unify customer data across disparate applications, enabling a new generation of marketing tools. Our goal is to empower brands to seamlessly leverage their marketing data to delight customers with relevant and singular experiences.

Events