How Modern Brand Strategies are Affecting the Agency Landscape

Today’s commercial world is more complex for any business to operate in. To help adjust to this changing landscape, Business-to-Consumer (B2C) corporate strategies have significantly evolved between 1990s and today. The key shift has been from growth and revenue strategies fuelled by diversification, to strategies that are aimed at improving focus, efficiency and optimization.

Whether you’re managing agency relationships in one of the large global multinationals or working for a smaller advertiser, it’s vital that you understand what is happening in the market and how to adjust your approach to successfully managing your agency landscape.

Here are some key tips that are explored in more detail in the full article:

• Have a clear focused agency strategy in place
• Evaluation your agencies' performance
• Establish a solid relationship management framework with your key agencies
• Ensure that your commercial relationship is well founded and fair for both parties