02.14.17

InARelationshipThis month, an email showed up in our inbox with an article from McKinsey. The consultancy offers advice on how  marketers can “get the most” from their outside marketing agencies in the year ahead. The assumption is multiple agencies, specialized tasks. Our initial response is to provide our own answer, which might be “play to your agency’s strengths.” In our case, that might mean sophistication in message and graphics, rather than leading with technology or automation. In fact, the McKinsey guidance is along the same lines; it suggests that in our era of digital channels, we are operating in “a complex and ever-expanding ecosystem of creative, media, analytics, social and other agencies that can access specialized expertise,” and that managing this set of agency relationships has significant challenges for clients. The advice is valuable, and it can be publicly accessed from the link below.

http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-to-get-the-most-from-your-agency-relationships-in-2017