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The Marketer-Agency PartnershipThe relationship between a marketer and an agency is one of the most complex, dynamic, and important relationships in business today. A company's advertising and media spend is often its single largest bottom line expenditure - and the agency's creative work is likely to be the most visible public manifestation of the brand and/or the company itself. Adding to the complexity of the agency-marketer relationship today is the fact that the consumer is in charge of his/her own media consumption. And so marketers and their agencies are constantly challenged with finding more effective ways to connect with the customer, and increasingly to deliver brand 'experiences' as opposed to advertising messages -- at the same time that they are under increasing pressure to deliver the desired MROI. The A-Team Principals' experience with companies large and small, including many Fortune 100 companies, makes them well qualified to help agencies and clients navigate the various aspects of their partnerships. Importantly, A-Team principals have experience working for both corporations and major advertising agencies - and so bring a unique dual perspective to all their client work. |
