Why Read This
All agencies are digitizing their core capabilities regardless of medium or service. This will create new complexity for marketers. But marketers still use yesterday's model for agency management, which stunts the growth of their agency relationships and hurts their own cause. To succeed in building the right agency partnerships, marketers will need to upgrade their operational, cultural, and financial approach to agencies by: 1) developing new agency orchestration skills; 2) establishing a new model of collaboration; and 3) championing incentives for innovation. Ultimately, marketers must develop an agency enablement strategy in order to tame the complexity of modern-day agency partnerships.