Christina Meringolo insists that the relationship between a brand and its agencies “should never be static.”

But, she admits, “We've all allowed some inertia to set in.”

The vp/consumer engagement for Bayer US Consumer Health told delegates at the 4A’s (American Association of Advertising Agencies) Decisions 20/20 conference, “It's really important that we're looking at what we're trying to accomplish and how we define the value that we're looking for.”

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Christina Meringolo, vp/consumer engagement, Bayer US Consumer Health

To that end, she proposed, “We need to look at how we shape our own structure as well as the structure of teams we're working with at the agencies.”

And, on such occasions, that demands breaking away from static habits and “embracing much more bespoke models.”