Why Consumer Brands and Agencies Need to Work Together

Tony Weisman, CEO of DigitasLBi North America, a digital marketing agency cuts right to the chase when he says “Consumers are becoming highly attuned to how personally relevant all messaging is to their individual tastes and buying patterns.”

He cuts right to the chase because what he says speaks directly to the undeniable need for brands and their agencies to work closer together than they ever have before. If for no other reason consider that fact that there are currently more than 7 billion people on the planet right now. That number is expected to grow to 9.7 billion and over 11 billion by 2050 and 2100, respectively according to the United Nations.

That's a whole lot of consumers buying or considering a purchase of a whole lot of "stuff." How much stuff? Every 30 seconds in the US alone, over 700 McDonald's burgers, 2,200 Dunkin' Donuts, and 2,700 Starbucks coffees are sold. 

Yeah, that's a lot of stuff. 

Roles Are Changing

According to research conducted by Forbes Insights and Oracle Marketing Cloud almost 40% of marketers say their organizations aren't highly effective when it comes to collaborating with brand/agency counterparts to translate a marketing vision into a targeted cross-channel program.  

Moreover 60% of brand/agency executives say their roles and responsibilities have changed significantly over the past two years while another 48% of marketing executives say evolving brand and agency roles are making successful collaboration more difficult.

There is so much to this collaborative story-including the obstacles brands and agencies face to have better working relationships and how to overcome them-that you need to read it all to truly get the big picture.

Download Power to the People Consumer Brands & Agencies Working Together and learn how agencies and B2C brands are tackling this challenge head including one global marketing leader who says he very often doesn't delineate between his full-time employees and his agency and as a result the relationships become tighter and more significant.