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For CMO Professionals

Agency Partnerships Speed The Innovation Journey

How Smart Marketers Maximize Agency Relationships To Create Breakthrough Customer Experiences And Business Growth

January 17, 2014

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  • By Bert DuMars
  • with David M. Cooperstein,
  • Alexandra Hayes

Why Read This Report

Over the past 24 months, CMOs have started to dedicate more resources to marketing innovation in the form of budget, talent, and labs. In addition to internal efforts, CMOs also lean on agencies to provide outside expertise, experience, and insights to help shepherd the innovation process along. Innovation agencies have developed new innovation processes, talent management, and labs that enhance their ability to help clients accelerate their efforts. This report identifies examples of successful agency and marketer partnerships that have led to transformative marketing innovations. It provides industry best practices for companies to successfully partner with these agencies and create flexible but concrete marketing innovation programs.

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