Delivering value beyond traditional agency management

Robin Seasock

Outlines the four levels of an agency management program which delivers relevant insights to all stakeholders for swift, effective decision making.

Relationships with agency partners can be complex. Marketers are not just buying widgets — they have a unique and constantly evolving need to build brands and communicate messages to an intended target audience. Agency partners must be able to adapt to meet those shifting needs while delivering a constant level of quality and service.

Adding to that complexity is the fact that such relationships can span multiple stakeholders, from marketing and finance to operations and procurement, even to other agencies. Each stakeholder plays a different role in the relationship, and each has its own set of objectives, but what unites...

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