Establish New Agency Partnerships

Building a 21st century brand requires marketers to form new types of partnership with agencies. As with the fast-changing technology landscape, it's up to marketers to stay current with the fast-changing ecosystem of agencies that are continually reinventing themselves to serve clients' most pressing needs. To develop a 21st century brand, this tools and technology report outlines the actions that CMO and marketing leadership professionals must take to establish new agency partnerships: choosing agencies and building relationships with them to handle new approaches to marketing, evaluating their agency roster to eliminate the complications that have arisen as firms have incorporated new technology and digital marketing skills, as well as understanding when and how to outsource their agency search.