Maarten AlbardaAug 25, 20202 minWorking Vs. Non-Working Budgets: An Outdated MetricA long time ago, in a galaxy far, far away, there was a simple marketing world. Creative agencies created advertising, the media...
Maarten AlbardaJul 25, 20203 minWhy Advertisers Should Care About Agency ScopeAre you an advertiser? Do you have an agency or agencies? Then I am going to venture that you are often your own worst enemy, standing in...
Maarten AlbardaMar 22, 20202 minThink Twice Before Extending Agencies' Payment TermsI was once a marketer with a large advertising budget. I worked with the who’s who of agencies, and negotiated contracts with them,...
Maarten AlbardaFeb 21, 20203 minIn-House Agencies: Maybe The Grass Isn't GreenerNot too long ago, MediaPost Agency Daily’s Larissa Faw shared insights from a study by the In-House Agency Forum, a professional...
Maarten AlbardaDec 26, 20192 minThe Best Global Brands 2019 Got There By... AdvertisingYou're probably familiar with Interbrand’s Best Global Brands study. For decades, it has been held up as one of the proof points that...
Maarten AlbardaNov 21, 20192 minWhy Marketing Change Management FailsMy daily “grind” is helping complex marketing organizations with change. This could be change in the way they work, who they work with,...
Maarten AlbardaNov 21, 20192 minLessons Learned From Start-Up PitchesHave you ever reviewed a start-up pitch to a VC or angel investor? I have been lucky enough to have seen a few, which I think reveal some...
Maarten AlbardaNov 21, 20192 minMarketers Move Agency Functions In-House -- But True Benefits Remain FuzzyThe ANA released a report this week on “in-housing” agency functions. The report is based on feedback from 412 marketers who all work...
Maarten AlbardaNov 20, 20193 minToward A Better Agency Review ProcessIt has been relatively quiet on the Association of National Advertisers (ANA) and American Association of Advertising Agencies (4A’s)...
