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What we know about agency pitches

We managed over sixty pitches in 2014, including 13 with global scope; and with over 25 years in the business, at Roth Observatory International we feel we know a thing or two about agency search and...

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The triple challenge – Transformation, Trust and Talent

ProcureCon Marketing Conference Co-authored by Lucinda Peniston-Baines, Managing Partner & Florence Garnier, Senior Consultant Roth Observatory International, London, Monday 8th June 2015 The...

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The future of the marketing function

Roth Observatory’s view on the IPA and Future Foundation’s report “The Future of Marketing Agencies, the Next 10 Years for Consumer Engagement.” June 2015 Extract from the report The report identified...

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How much of the marketing budget should be allocated to Agency Fees?

From time to time we are approached by our Clients to answer the question – “how much of the marketing budget should we allocate to Agency fees”.  And the short answer, perhaps unhelpfully is “it...

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Innovation and how it solves a lot of problems for the CMO

You’re sitting in the Board meeting and there’s a gaping hole in the Business Plan.  It could be there’s not enough sales to fill the production capacity the business invested in a few year’s ago.  It...

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Roster Modelling

Tight budgets, less resource, more channels, more devices, a need for agility, the requirement to drive business growth, managing the consumer experience across the whole customer journey beyond just...

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Roth Observatory International opens in Paris

Roth Observatory International, the leading global marketing management consultancy, has opened its Paris office to provide its expertise to brands and corporations in France.  The Paris office will...

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The agencies strike back…at last! Top line report from AdForum Summit NYC

Roth Observatory International attended the 2015 New York AdForum summit which gathers around 25 marketing management consultants from all around the world every year, and provides the opportunity to...

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Roth Observatory International opens in Dubai

Roth Observatory International, the leading global marketing management consultancy, has opened its Dubai office to provide its expertise to brands and corporations across the Middle East and North...

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Jacob’s hands creative account to Grey London

October 16, 2015 by Kate Magee, Campaign Live  Jacob’s, the snacks company owned by United Biscuits, has appointed Grey London to be its creative agency. This means Grey will handle creative work for...

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What modern marketeers need from their procurement colleagues

November 08, 2015 by Christine Downton, Senior Consultant, Roth Observatory International More channels, more devices, tight budgets, leaner resources, exponential growth in brand content, pace of...

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Management advisory Roth Observatory to open Dubai office

November 22, 2015, gulfmarketingreview.com Global management consultancy Roth Observatory International is opening its Dubai office this month as the hub for the MEA region. Set up in 2006, the...

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Letter from Japan: The oddity of the Japanese advertising industry

The Marketing Society, 08 February 2016 By Satoki Sano, Specialist Advisor & Trainer for Roth Observatory International, Japan How would you feel about a country where the top two ad agencies own...

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A day in the life …. Lucinda Peniston-Baines, Managing Partner and Founder at...

Lucinda Peniston-Baines co-founded The Observatory in 2007 (now Roth Observatory International) with Stuart Pocock her fellow Managing Partner.  Roth Observatory International is a global management...

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Pros and cons of zero-based budgeting for marketing dollars

Editor: Rayana Pandey, Marketing Magazine Singapore In January this year, Unilever CEO Paul Polman announced the company would roll out zero-based budgeting globally – a move it had tested in Thailand...

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The Frustrations of Agency Fee Negotiations

Stuart Pocock, Co-Founder and Managing Partner at Roth Observatory International What makes negotiating Agency fees so difficult? Well it might sound obvious, but the principle issue here is that when...

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Marketers are not getting the best bang for their marketing communications...

Globally, we see a relentless drive for more data, more measurement and greater accountability. And rightly so, as the pressure mounts on CMOs to demonstrate RoI. But our experience suggests that this...

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Coty launches global review

April 14, 2016 by Gurjit Degun, Campaign Live Rimmel: review covers Coty’s cosmetic brands, which also include Bourjois and Sally Hansen Beauty company approaches agencies over creative and digital...

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Ferrero seeks agency for below-the-line task

April 14, 2016 by Omar Oakes, Campaign Live  Ferrero, the owner of Ferrero Rocher, Tic Tac and Nutella, is on the hunt for a below-the-line agency in the UK. The Italian company has contacted agencies...

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Making brilliant stuff happen: What helps brands develop outstanding campaigns?

marketingsociety.com, 8 June 2018   Lucinda Peniston-Baines explains the creative power of the right roster For Archimedes, creativity happened in the bath. The Guinness Pure Genius campaign was...

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