To achieve fully integrated marketing with digital at the core, clients will need to be more proactive in managing their roster of agencies, be better and more knowledgeable in briefing them in a digital context, directing strategy and in forming more collaborative relationships.
Clients need closer agency relationships in the post-digital age
Sam Brownfield
Whether or not clients are believers in the opportunity that digital communications present, and no matter where they and their agencies sit on the integrated versus specialist...
