Resetting the Table – How will the roles that Clients, Agencies and Vendor Partners play need to evolve?
The seats at the marketing table are not changing but clearly the roles, expectations and interactions need to adapt. Brands are now alive – they are organic entities that traverse through dynamic ecosystems (sorry – hate the word but it still best describes the reality). The parties were built for a different, more controlled model – which is no longer viable.
How do we get to the solution that is ultimately best for the brands to confront their major business challenges – versus falling back on often inflexible and increasingly irrelevant operating models. Having been on all sides of the table – as a Client CMO, as an agency CEO and as a Vendor Partner – I have seen the opportunity but also the significant hurdles that are holding us back. How do we move forward so that we all win – client, agency and vendor partner.