Ten things digital agencies need to know about their clients

This article reports ten facts about CMOs that agencies wouldn't necessarily know, with the aim of shining a light on running the public arm of massive organisations in the UK and beyond.

Ten things digital agencies need to know about their clients

Brian CarruthersWarc

The agency-client relationship often comes under the spotlight in surveys that find both sides having unrealistic expectations of the other or complaining that relevant information hasn't been passed on. While there can be structural factors at work, there may also be a simple failure to appreciate the working lives of the other side.

At IAB Engage, an event held in London in October 2016, Amanda Metcalfe, marketing and customer experience director at Go Native, a services apartments business, and Jo Kenrick, former CMO at DIY retailer Homebase,...

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