This Blog Post Has Nothing to Do with the Coronavirus
April 17, 2020
In 2015 an allegation about media rebates set the marketing industry on edge and forced many brands to scrutinize their agency relationships.
Five years later, problems persist. And issues of trust remain.
"Challenges related to trust are often symptomatic of larger issues between the partners, like mismatched communications and expectations, as well as how the relationship was defined at the start,” Marla Kaplowitz, president and CEO of the 4A's, tells ANA magazine.
Keeping lines of communication open, and building trust from the start, is the path experts advise brands take when looking to improve relationships with their agency partners. With perspective from Kaplowitz, Dana Anderson of MediaLink, Rob Master of Unilever, Tony Rogers of Sam’s Club, and others, this story explores the inherent miscommunication between marketers and their agencies, and what’s being done to help build trust.
More highlights from March:
- Purposeful People Series: Jackson and Tabitha Kaguri. "I've had the good fortune of meeting remarkable people and I consider Jackson and Tabitha to be superheroes that few people in this country know about yet," says Sherrye Henry, a New York-based political adviser, radio personality, writer, and social issues advocate, in this story from ANA magazine. “They've demonstrated how positive change can happen, and how hope can emerge in the most challenging of circumstances imaginable."
- The State of the States for Marketing Incentives. At least 32 U.S. states now have programs in place designed to appeal to brands eager to reduce the costs of producing their ads. Here’s where brand and procurement teams can look for big savings.
- Singing from the Same Sheet of Data. With insightful customer data that can be shared with sales, B2B marketers can start to fracture the walls separating their sales and marketing organizations, enabling them finally to pursue revenue growth based on a collaborative, customer-first approach.
Also, be sure to catch up on the latest industry trends contributed by ANA partners in ANA magazine. March’s contributions include:
- Why a focus on what’s been accomplished is a more effective way to measure PR’s performance, from Mower
- A new urgency for defining the enterprise brand, from Edelman
See highlights from February or find even more great coverage of the industry on ANA magazine.
Let’s communicate. Leave comments on articles or send me a note at aeitelbach@ana.net.