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 Kerttu Inkeroinen, Marketing Director for Union Roasted Coffee to chat about what grabs her attention when she’s approached by a new agency.
“The best agencies are able to showcase relevant insight and guidance” – the word from Douglas Nesbitt, Customer Experience Director, Sainsbury’s Argos.
Mark Thomas, Senior Director Marketing Operations & Execution at Hilton Worldwide EMEA, spoke to us about the importance of agencies being able to make a connection to the key business challenges that he faces.
As clients continue to trim budgets, the struggle for agencies to grow revenue and improve margins is real. A common reaction is to attempt to do a better job of estimating, recording and billing for the agency’s time. Ultimately though, this is not the answer.