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