Three priorities for client-agency relationships built on effectiveness

How do marketing organisations identify what truly matters in an age of complexity? Rob Foster, Senior Consultant at The Observatory International, outlines the three pillars that keep everyone focused.

Structuring for effectiveness

This article is part of a series of articles from the WARC Guide to Structuring for effectiveness. Read more.

The role of the modern Marketing Director has been transformed. Long-focused on building brand image and awareness, they have now also become accountable for driving successful business outcomes in a trackable, data-led digital world.

At the same time current digital and technological transformation are driving changes to consumer behaviours and expectations, making it harder to connect with consumers and attract them via a multi-touchpoint approach. As a result, the marketing function is having to change, with...

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