Matt McNeanyFounder and Chief Executive Officer
We post a fair bit about how Technology is changing the Agency business model and what Clients are asking us for in today’s Tech-enabled Marketing world, but how do we work in Partnership with Agencies to reconcile the two? Most importantly, we look for Agencies that share our vision that Technology is changing Marketing and Advertising for the better. Most people will
Most people will say that they believe it – who wouldn’t, right? – but not everyone is actively adapting their business to reflect, drive and benefit from that change. The fundamental question that we’re looking for a resounding ‘yes’ to is “do you agree that Technology can help you solve Client problems and make you more money?”
So once we find some kindred spirits, it’s important to agree the best ways of working together. This tends to work in one of
As the observant may note with the extremely subtle red arrow, there’s a right way and a wrong way of doing this.
1. Burning Platform
Generally a tense
And you’ll generally be in
That crucial leadership position is established by getting on the front-foot with Technology. Agencies that sign our Partnership Agreements are agreeing to proactively solve Client problems with Technology, getting that surprise-and-delight moment when they take some pain away from a Client who replies “I did not know you guys did that”.
And it’s a really simple model. You provide the Client issues, we provide the Technology expertise that helps you qualify, manage and realise the opportunities. It’s the same in the
3. Code Inside
Effectively the natural evolution of no. 2, the ‘Code Inside’ model is where long-term Partnerships typically end up. The relationship is elevated to a regional or global scale, spreading the best practice we’ve defined across your network and often agreeing a more formal structure.
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