Ending the mania: How marketers can build better agency relationships

This article dives into best practices for agency management, including: what is required for a strong agency partnership, how to conduct a successful agency search, ways of getting your agency to deliver outstanding work.

Where to start

A short decade ago, the world of advertising was going through major disruption with the unstoppable advance of the empowered consumer through digital. Now, because of this change, the advertising and marketing communication disciplines are more complex and demanding than they have ever been. Brand advertisers are under remarkable pressure to deliver business growth and marketing performance in cost-effective ways, while navigating the explosion of channels they can deploy.

In turn, despite somewhat of a trend towards in-housing, marketing leaders rely on the vast expertise of talented advertising and communication agencies and their wide range...

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