As thought leaders for two decades, MorganAnderson Consulting provides independent knowledge and perspective for marketers to maximize value from their advertising investments and agency relationships. We do this with proprietary data, methodologies and tools that transform learning into action and enhance productivity, accountability, value-for-money, and other marketer goals.

Background

When MorganAnderson was founded 20 years ago, we pioneered the integration of agency review and agency remuneration. Then we expanded our practice to media unbundling, industry benchmarking, best-practice studies, and client/agency relationship accountability. Today we address an even broader range of issues and needs. And since inception, MorganAnderson accepts fees exclusively from marketers to avoid conflicts of interest.

Representative Clients

MorganAnderson advises marketers of all types and sizes, in all industries and around the world. Clients include American Express, Apple, BMW, Coca-Cola, Chrysler, Eli Lilly, Ford, General Motors, GlaxoSmithKline, Hershey, IBM, Intel, Kellogg’s, Marriott, MasterCard, McDonald’s, McGraw-Hill, Nissan, Novartis, Revlon, Samsung, Shell, Toyota, Unilever, Hershey’s, Volkswagen/Audi, and a host of others. We advise on all matters relating to marketing communications and agency relationships.

"We have certainly benefited from the insightful counsel you and your colleagues at MorganAnderson have provided on numerous occasions over the years.”

Major Marketer CMO unsolicited

Representative Services

Agency Review

Agency searches are increasingly complex. And, by nature, artificial. They can only aspire to replicate a real-time client and agency experience. Yet, the agency search process can be one of the most important initiatives a marketer undertakes in building its Brand and business value.

MorganAnderson, drawing on Strategic Alliances as needed, provides independence, objectivity and a depth of experience in whatever country required. Our Agency Search process has established “best practice” and “industry standards” for twenty years. Our process is adaptable, flexible, and responsive to client strategic, tactical, and organizational needs.

The process begins with the development of carefully-honed agency selection criteria surfacing the most qualified, thoroughly-vetted agency candidates. Built into the process are tools and techniques that clarify and codify agency capabilities and talent, presentation briefings, development of a relevant agency assignment, and objective evaluations of final presentations. We do this hands-on, out-front for a client or as behind-the-scene advisors.

Agency Portfolio Management

MorganAnderson helps marketers evaluate and assess the performance and effectiveness of their existing agency portfolio — across all disciplines and in markets. There are occasions when a marketer needs to re-align its agency portfolio, “certify” qualitfied agencies, or consolidate its agencies. We have done this for many marketers in a range of industries. We can reduce the number of agencies and/or add new ones.

Stewardship

To help marketers get better value from their marketing communications investments, we have a wide range of proprietary benchmarking metrics and best-practice methodologies. We do this globally, as well as regionally and by market.

This learning can readily be linked to incentive and value-based compensation methodologies, as well as to Web-enabled tools that identify barriers to efficiency and effectiveness.

Assessment/Audit

We look at a client’s agency relationship(s) holistically as well as specifically. This includes agency remuneration, agency contract development, contract compliance audit, performance evaluation and accountability programs, media audit, production audit, and Sarbanes-Oxley compliance. Again, we have Strategic Alliances we can draw upon no matter what the area of marketing communications interest.

Other

If the foregoing does not address your marketing communications concern, let us know or send us your RFP so we can be fully responsive.

The MorganAnderson Difference

Over the years our reputation as marketing communications advisors has been grounded in:

• Thought Leadership. Our two decades as industry thought leaders means we have defined industry best practices and benchmarks for agency reviews and our other practice areas. We always add value-for-money…always.
• Innovation. We are continually innovating new approaches and solutions for balancing value-with-costs, effectiveness-with-efficiency, and productivity-with-relationship. If cost containment is a client objective (and it often is), we provide solutions at various risk/reward levels.
• Brand Success. Our emphasis on client/agency relationships and performance metrics underlies our contributions to building client brands and business value. It is something we are known for, and something we do best.
• Alignment. We interface with all stakeholders - marketing, procurement, executive suite, finance, legal, audit - as well as agencies - to obtain alignment on internal and external issues.
• Global Experience. We work across all domestic and global markets – whether Americas, AsiaPacific or EMEA - for all marketing services. Our teams for an assignment reflect the right combination of market and discipline experience needed to provide a best solution.
• Intellectual Capital. Intellectual capital is our store of value. Our marketing, finance, procurement, and legal teams and our proprietary methodologies and metrics are known for discipline, completeness and fairness.
• Clients. We are known by the company(ies) we keep. MorganAnderson’s client list is a virtual Who’s Who. We work for clients who expect the best from their marketing communications spending and agencies.
• Value-For-Money. If a single thing differentiates MorganAnderson, it is that we balance facts-with-experience, qualitative-with-quantitative and results-with-objectivity in the quest for “value-for-money”.

MorganAnderson's Business Model

To deliver the best and most timely services, in addition to our internal senior teams, we have partner alliances around the world in related areas which help us make sure we have the absolutely right and best team in place to provide the most effective and efficient solution for the client. These are in the areas of agency search, media audit, contract compliance audit and risk management, production cost control, and Web-enabled data and assessment tools.

Case Histories

There are over 30 MorganAnderson case histories, as well as thought-leadership articles and publications, we can provide as a sample of our thinking and results. And references of course.