20% - The Marketing Procurement Podcast
This is Unsustainable w/ Caroline Johnson
Nov 15, 2023
Caroline Johnson discusses the importance of agency innovation from a client's perspective, emphasizing the need for sustainable marketing models. The podcast explores challenges in the creative industry's commercial model and advocates for agencies to elevate value by shifting towards consultancy and transparency in commercial discussions.
48:16
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Quick takeaways
- Agencies should prioritize strategic value creation over immediate revenue to establish trust and sustainability with clients.
- Shifting towards consultative agency-client partnerships can enhance agencies' role in delivering impactful results beyond initial brief requirements.
Deep dives
Addressing the Commercial Imbalance
The current commercial models in the agency-client relationship often lead to unsustainable practices where agencies face pressures to sign contracts that may not be financially viable. This imbalance results in talent being focused more on new business rather than existing client needs. As a consequence, agencies experience burnout, compromised creativity, and a diminished focus on client service.
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