I was invited to participate in the Forbes CMO Network and Wharton Future of Advertising Program CMO Excursion on June 27, 2013,
If great relationships grow stronger over time, then why is it that the American Association of Advertising Agencies reports that approximately 650 agency reviews are conducted annually?
The process of finding the right agency can be complex and time-consuming, as a universe of potential agencies must be filtered down to find the right partner based on various criteria.
Successful client-agency relationships hinge on equitable and appropriate compensation as much, if not more than on open and constant communications, clear goals and strategies, and sound stewardship of the relationship.
“The agency model is broken.” “Agency compensation is broken.” “Agencies must change or risk becoming defunct.” If you read the press, one might think the marcom industry is heading straight for Armageddon.