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Agency management: Who manages who?

Agency management: Who manages who

Background

Marketing agencies are essential for business success. They are responsible for delivering the company’s most valuable asset, the brand and are responsible for delivering the communications that drive business growth. Getting agencies right is critical. However, the agency world is huge, complex and ever changing. Managing agency relationships to ensure the right degree of control and creative flexibility is a tricky, but essential, balance to achieve.  

Key findings

From identifying the capabilities needed to designing the agency model and method of engagement to selecting and evaluating agency partners, agency management isn’t an easy task. You need to manage your agencies effectively whilst at the same time building a collaborative partnership. Across the spectrum of activities needed to improve your insight and brand communications, it’s important that you remain in control.

However, if you manage the right agencies in the right way, they will deliver the right communications to the right people in the right place at the right time. And it will all be delivered faster, more efficiently and more effectively.   

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