With over 20 different agency models out there, we brought together brand-side marketers, business models transformers, pricing guru’s, procurement consultants and agency new business experts to unpack and debate the topic.
There’s no denying, it’s a hot topic! Clients needs have changed, and they’re under increased pressure to squeeze as much value as possible from their budgets delivering more, faster.
For some brands, this has meant looking at ways to in-house services they traditionally outsourced to agencies. For others, it has meant refining their rosters and minimising the number of agencies they work with.
So you’ve decided you want to be more proactive on generating new business? Great! You have taken a step in the right direction.
With (literally) hundreds of approaches every few days, it’s increasingly hard for agencies to connect and even ‘wow’ brand-side marketers. So we set ourselves the task to simply ask the question of senior marketers – “how do you like to be approached by agencies?”
The first in the series is an interview with Caroline Johnson who heads up The Clear Partnership (part of the Business Model Co.). Caroline helps agencies to transform their agency business model to ensure what they offer is fully aligned to clients needs and challenges and over time cut away some of the more commoditised areas of their service.
We sat down with Ben Walsh, Head of Marketing, Europe, UK & Ireland at HTC to understand his experience with agency approaches – the good, the bad, the ugly.