How To Optimize Your Interactive Agency Roster

Agencies are competing like never before, blurring the lines between agency types, and creating confusion for interactive marketers. Yet interactive marketers don't take the time to attend to their agency partners and lack agency management standards, which forces inefficiencies like expanding their agency rosters even in the face of cost cutting requirements. While there is no silver bullet, interactive marketers must consolidate top priorities with strategic agencies, let traditional agencies do some digital work, and find scale through short-term project work. To optimize over time, marketers must be constantly evaluating digital agency relationships, creating standards, locking in the top digital talent, and leveraging flexible contracts.