Best practice for client/agency relationships: A view from Microsoft

Client/agency relationships are the main focus of Bruno Galpois' presentation to the ANA's 2010 Client/Agency Forum, covered in this Warc conference report.

Best practice for client/agency relationships: A view from Microsoft

Geoffrey PrecourtWarc

Bruno Gralpois, Microsoft director/global agency management, works in a technology-driven environment. And, he told an audience at the Association of National Advertisers (ANA) 2010 Client/Agency Forum, it is technology that has completely restructured the rules of engagement - not just between marketers and their customers but between marketers and their agencies as well.

"The traditional methods of mass production and marketing are obsolete," Gralpois insisted, in a "Harnessing the Madness of Client/Agency Relationships" presentation. But — citing a series of reference points that included pop psychologists, astrophysicists, marriage...

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