Robin Seasock

Recent content by this author:

  • How to Automate a Scope of Work Program

    Forward   September 2, 2021  

    An automated scope of work program can provide several benefits for brands and their agencies, including an improved and more valuable client-agency relationship, but getting there requires a clear vision. Here’s how to get started.

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  • Brands Commit to Diversity, Equity, and Inclusion

    Forward   June 3, 2021  

    While raising awareness about diversity has been a long-standing effort among many brands and organizations, more advanced companies are embracing what is now a global social movement to make substantive and sustainable changes in the marketing field with diversity, equity, and inclusion (DEI) initiatives.

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  • How Pfizer Is Managing Its Global Agency Roster

    Forward   December 15, 2020  

    While institutional knowledge is an important element to understanding the agency landscape, that knowledge doesn’t always get into the right hands at the time when sourcing decisions are being made — but what if it could? Here’s how Pfizer’s procurement team is creating a central repository of global agency information for its teammates around the world.

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  • How to Manage Advertising Production’s Bigger Picture

    Forward   September 17, 2020  

    A strategic, companywide approach to governing production spend is still a relatively new concept for many CMOs, but the approach can help marketers simplify and optimize complex processes by consolidating and standardizing data across all production activity. Here’s how to get started.

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  • Using Agency Optimization to Support Brand Goals

    Forward   October 29, 2019  

    Even though different stakeholders approach the advertiser-agency relationship from their own angle, the one shared priority is to meet and exceed the brand’s goals. Here are four key ways brands can use an agency optimization program to align stakeholder thinking and get the most value out of their agency relationships.

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  • Delivering Value Beyond Traditional Agency Management

    Forward   July 25, 2019  

    Like Abraham Maslow’s hierarchy of needs, advertising stakeholders must first deliver on the basic functional aspects of the client-agency relationship before they can deliver on higher-order elements. Here’s what’s needed at each step in developing an optimized client-agency management program.

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