Marketing

The Update: Importance of Marketing Partners

0:01

MARLA: What agencies have been able to do

0:05

is leverage thinking across a number of different clients

0:08

and the great thing about agencies I would say this is like

0:09

they just figure it out.

0:11

So whether it was production

0:14

or any sort of solution that needed to be done,

0:16

they just came together.

0:20

TARA: In this episode of The Update

0:22

I speak with Marla Kaplowitz

0:24

about why marketing partners

0:26

are more important than ever

0:28

and what agencies are doing to deliver

0:30

even more value to their clients.

0:34

I’m curious; you’ve talked before about the pandemic basically being a hyper catalyst

0:38

for helping agencies to focus on what they do best

0:41

which is really solving clients’ business problems.

0:43

So curious what you’re seeing there…

0:43

how that’s coming to life?

0:46

MARLA: So I see it coming to life in a few ways.

0:50

The first is it’s really improved the client agency relationship.

0:52

You don’t have to focus on the minutiae.

0:55

You’re focusing on the most important problems

0:58

of the day and what are the strategic business challenges

1:01

in ways that agencies can be provocative

1:05

and really help marketers embrace the risk-taking

1:08

to really kind of get through these crises.

1:10

The next area is new business.

1:14

People had to suddenly do virtual pitching but it’s also streamlined the number of meetings.

1:18

There’ve been far too much dragging out of new business pitches

1:22

and let’s focus on what’s most important in understanding

1:23

the dynamic of the partnership

1:26

that could come to life as well as the work that can be delivered.

1:29

And then the last is in the area of work

1:31

in terms of working remotely

1:34

streamlining the way that it gets done.

1:37

We now also have the access to greater talent

1:40

so you don’t have to focus on geography and that opens up

1:44

the possibilities with diversity, equity and inclusion

1:46

not just in terms of your work environment,

1:47

but also your work product.

1:52

TARA: One of the biggest challenges is as you mentioned the incredible volatility

1:56

in advertiser and agency situation, which is a little bit unlike

1:59

some of the past when people rose and fell together.

2:01

What are you hearing from agencies?

2:02

What’s the spectrum?

2:04

What do they want your help with?

2:06

MARLA: Yeah. I mean they have wanted our help.

2:08

So if you go back to the beginning with COVID,

2:10

they immediately wanted our help with

2:13

What is the kind of message that we should be putting out?

2:16

So we did some research early on

2:18

almost every week we were doing research

2:19

to kind of gauge consumers

2:22

and where the sentiment was around

2:25

as they were working with marketers.

2:27

We also had agencies trying to