Bruno Gralpois, ANA Faculty

Welcome to the future. The Consumer Electronics Show (CES) is this year’s most influential electronics and technology event. This event brought in over 100,000 attendees and 3,200 exhibitors, representing over 174 different countries.

Like marriage, client-agency relationships require a high level of investment, commitment, and long-term mindset to understand, grow together and respond to each other's needs.

Like marriage, client-agency relationships require a high level of investment, commitment, and long-term mindset to understand, grow together and respond to each other's needs.

As speed increased, it became good practice to look back as we propelled ourselves forward. As we look in the rear-view mirror of 2021 and developments that shaped advertiser and agency relationships, we can get a glimpse as what’s coming ahead and best prepare ourselves. What were last year’s major drivers that made a significant difference in how advertisers and agencies collaborate with each other?

In the age of transparency and speed, how client /agency relationships can thrive by adopting new means of collaboration and partnerships powered by data.

When clients take responsibility for setting agencies up for success, they see lower fail rates and stronger performance.

Why do some partnerships thrive and produce great work while others seem out-of-sync, with mediocre results? Partnership building, brief writing, reviewing proposals, negotiating with agencies, and evaluating creative work are all essential everyday activities conducted by marketers with their agency partners.

Additional disruption? Greater turmoil? Further transformation? What radical changes should advertisers expect in a post-COVID-19 world?

GROWTH. If there is one word that best describes the imperative nature of marketing and the priority shared by all CMOs in these unprecedented times, this is it. Growth has never been a greater priority than it is today.

Too many marketing priorities can lead to disappointments and tough compromises. As a result, marketing leaders spend a great deal of time and energy deciding what to do, and equally, if not more importantly, what NOT to do. Here are some tips for enhancing your agency management in 2020.

With the constant pressure to reduce marketing budgets, cutting agency fees is without a doubt very tempting. However, asking agencies to cut their fees without careful consideration or understanding of the downstream implications could be catastrophic.