Using Agency Optimization to Support Brand Goals.
Armed with the right data, agency management practitioners can create greater value for their organizations.
There tends to be a cyclical movement in regard to where an agency optimization function sits within an organization, but it usually resides in either the marketing or procurement group. Regardless of where the program sits within an organization, the idea around optimizing the agency partnership has evolved from a focus on process efficiencies and cost savings to real opportunities for marketing procurement and marketing operations to partner with brand marketers to create additional value for executive stakeholders and the business at large.
Here are four key ways brands can use an agency optimization program to get the most value out of their agency relationships.
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