Remember when reports from your agencies were flat files and PowerPoints that highlighted the individual channels that performed best and swept the rest under the rug? And you couldn’t even use the info in the reports because you didn’t get your hands on them until long after the campaign was over?
Remember when brands would have to ask agencies for each new report they wanted, and pay for each one specially? Man, that really added up, didn’t it?
Or, when a brand’s various agencies would each report in its own way? And even within the same agency, every campaign had its own unique set of KPIs? What a drag THAT was. You could hardly tell what counted as good performance or even which numbers could be trusted.
Wait … *touches earpiece* … I’m just now being told … it’s still like that?
Well, it doesn’t have to be. Beckon’s new guidebook Partners in Transparency: The New Brand + Agency Relationship explores the new world for brands and agencies, and what to expect as you embark on your journey.
When brands and their media partners have a trusted source of truth for clean, timely data in place, they can finally begin speaking the same language and drawing from the same well of insight. And that means instead of wasting a bunch of time cleaning up data, pulling reports and arguing over what’s working (or what’s not!), brands and agencies can focus on crafting innovative campaigns and strategies.
Admittedly, such a sizable shift can take some getting used to. Communication strategies and many roles and responsibilities within both brands and agencies will change. But the light turbulence of change is well worth it. Once you’ve had a glimmer of the new world, there’s no going back.