Investigating Root Criteria For Advertising Design

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Practical Guidance On Crucial Factors Of [advertising]

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Agency of the future: Survival of the fittest

The agency, Vandeven says, aims to bring the whole consumer experience together across e-commerce, in-store, design, creative, social, loyalty programs and more. VML also has a group of consultants that will help with what she calls that "race to the middle"—meaning the competition between agencies and consultants to be a middle ground, or full-service solution for clients. Compensation: VML still uses time sheets, though Vandeven says she thinks "every creative in the world would want to not use them anymore" because it's "the opposite of being creative" as they put the focus on hours rather than ideas. VML also uses yearly fees for certain clients based on the scope of work. It rarely taps into bonus-based compensation models, but Vandeven says she'd be open to lowering a fee sometimes in order to put an incentivized structure in place. Agency model: BBDO is about 125 years old, but that doesn't mean it's lazy or complacent. "We never sit still and we never let ourselves live off of our legacy," says Kirsten Flanik, CEO of BBDO New York. While known primarily as a creative agency, BBDO makes sure critical disciplines, like marketing science, digital experience and communications planning, are embedded throughout the agency so they can operate as one team. Flanik says that even though data is the hot topic right now, BBDO's play in the space is mainly about using data to create game-changing ideas.

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