Brand-agency partnership: the chicken and egg dilemma
30-second summary: The brand-agency partnership is a two-way street that involves dynamic factors and diverse participants Any healthy brand-agency partnership is based on mutual and […]
Articles by Bruno Gralpois
Aligning your agency roster to your advertising model
30-second summary: CMOs often ask, “What is the ideal number of agencies we need?” Strategy, organizational needs, and leadership style can heavily impact a brand’s […]
How will technology transform the fragile client/agency ecosystem?
30-second summary: The client/agency ecosystem is profoundly being reshaped, effectively fueled by new technological advances across the partnership lifecycle The cost of complexity, the need […]
There’s no one-size-fits-all when it comes to deploying martech
According to a November 2018 Gartner report, marketing technology currently accounts for nearly one-third of a CMO’s marketing budget, making it the single largest area of […]
