Client-Agency Relationships

I recently came across a blog from an old colleague of mine from McCann Erickson India named Chinta Rao. Chinta, like I, moved on from McCann several years ago and now runs a consulting practice and blogs every so often about things in the marketing communications world that compel him to speak. The blog of Chinta's that caught my attention dealt with the recently released CMO Council's 2011 survey of Chief Marketing Officers. Below is the link to Chinta's Blog and to the CMO Council's report.

http://chintarao.blogspot.com/2011/07/state-of-marketing-is-worrying.html

http://cmocouncil.org/images/uploads/pdf/207.pdf


The blog forced me to read the actual report, and while it is packed with much learning, I took away 4 key things that CMO's seem to have on their "to do" list in 2011.

1. Connect the measurements of multiple channels that reach across, social, digital and traditional media.
2. Redefine the customer experience. Bridge the gap between art of marketing and science of analytics. Better understand the impact marketing and technology can have in making better customer experiences.

3. Better understand the paradigm shift from BtoC to CtoB.

4. Better pull insights from reams of on-line and off-line data now being collected.

In short agencies of any kind that are hoping to do, and continue to do, business with marketers, need to have talent that can integrate all content delivery methods and be able provide real insight.

I wanted to explore the changing landscape needs between agencies and their clients further, so I focused on it in my latest BrandVertising webTV show. I invited one of my first bosses in the agency business on the show, as I always remembered Tony Altilia to have a strong point of view about how to build successful Client-Agency Relationships. So click on the link below to see the show and please give me your comments on the CMO council's report and the show.