Mark Iremonger News Today

With advertising giant WPP merging two of its best-known brands last month, we ask ad execs from The Drum Network whether we should expect more consolidation, and whether it’s good or bad for indies.

Most marketing work starts with an agency brief. Excellent work often starts with an excellent brief, while errors down the line can often be traced back to an original sin in the brief/pitch process. So, how to brief an agency in a way to maximize their room for doing excellent work? We asked 9 agency leaders from The Drum Network.

Agencies are thinking more than ever about their role in the world, what they’re working for and who they’re working with. Many are putting ethical commitments front-and-center, and some are helping formerly problematic or recalcitrant clients clean their acts up – especially with sustainability. But where’s the red line?