If you’ve been following recent marketing news, you’ve probably noticed rising concerns around agency transparency. Major players like Dentsu, Interpublic, Omnicom and more have taken heat—though admittedly it’s a challenging time for brands and agencies alike. We’re all working to keep pace with the explosion of channels and consumer touchpoints, and the overwhelming amounts of data.
On the positive side, this new world presents an opportunity to gain deeper insight into our customers and optimize more of our marketing dollars in-flight than ever before. But to support these exciting developments, we have to say goodbye to hindsighting reports and long campaign planning cycles. The roles, responsibilities and expectations of agencies must evolve to support data-driven, agile marketing.
Media partners will always be critical to a brand’s success. But realigning the brand/agency relationship to maximize collaboration, transparency and quicker insights allows both parties to enjoy faster feedback loops for test-and-learn marketing and, ultimately, better business results.
Our new how-to guide 6 Steps to a Transparent Brand + Agency Partnership is your roadmap to resetting your agency relationships to thrive in the new marketing landscape. Alongside the steps you’ll find quotes, stories and lessons learned from brands and marketing leaders who have paved the way. Download it now—you and your media partners will be BFFs again in no time.