Clients need closer agency relationships in the post-digital age

Sam Brownfield

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 debate, no-one can deny that the world has changed.

To ready themselves for the post-digital age, clients need to fundamentally change their behaviour, both internally, in terms of their processes and structures, and externally, through management of agency relationships.

The rise of digital has shifted the balance of power further in agencies' favour, and this imbalance must be redressed for clients to...

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