Stephan Argent is a former agency planner from England, and has held senior roles in agencies in both Canada and the United States. Most recently he was Vice President of Digital Media at CTV, and is now President of Canada’s leading independent Marketing and Agency Search advisory and consultancy: ListenMore
It is important to recognise that the relationship between marketing and the marketing services providers (agencies) should be managed and maximised, but what is the ideal way to do this?
There are many examples of outstanding, award winning and also Effectiveness Award Winning campaigns that ultimately lead to the agency being replaced. Why?
It is known that people will either over or under estimate their skills, capabilities and performance based depending on if they are confident in these areas.
I was at a function for the New Zealand Marketing Association in Auckland last Thursday, where they were talking about agency / client relationships...
In March this year we released an on-line survey system that allows marketers to measure, manage and maximise the level of collaboration between their various specialist suppliers
Even here in New York City, the home of advertising, at the Adforum CEO Summit, agencies are talking about results and accountability but the reality is sadly lacking.