How to get most from your agency relationships

Executives who know how to set up and manage agency relationships are best positioned to improve their marketing ROI.

As January draws to a close, many of our New Year’s resolutions have already faded. But as marketers look for new ways to drive growth in 2017, they should take fresh stock of their agency relationships.

Marketer-agency relationships are more important than ever.  While the shift to digital channels and technologies has created the opportunity to personalize communications with the "always-on consumer," it has also made it harder to stand out out.  This has led to a complex and ever-expanding ecosystem of creative, media, analytics, social, and other agencies than can access specialized expertise.  Managing a broader set of agency relationships, however, comes with its own significant challenges.  Not only is the digital landscape more fluid, but matching the right content to the right channel demands different ways of working with and across agencies and new ways of measuring performance.  Questions around media transparency, viewability, ad blocking, and even fraud have also sown confusion.

Here are five questions to help keep your agency relationships on the right footing.

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