Oftentimes I’ve been asked by friends, “What have you learned from working in an agency? Is it really that different from being on the client side?” The short answer is: A lot, and yes, it is different.  Two years ago, I made the switch from the client side to an agency, and the knowledge and experience I gained in that short time are invaluable.

I started my career on the client side and didn’t realize how simple yet complex agencies can be to motivate. Through the years I’ve seen clients who can motivate an agency effectively and others who, well, should read this article.

Thank you, Ford and Coke, for spending millions of dollars to remind us that “and” is better than “or.”  While the commercials weren’t written about multichannel marketing, it turns out that “and” applies in this case as well.

With the advent of technology and so many new channels to reach customers, it’s no surprise that marketers say lack of resources is their greatest challenge. In a recent study, marketers cited lack of time and too many priorities as their greatest challenges.¹

Marketers are always looking for the latest and greatest way to reach customers. What is the next channel that can create a new revenue stream? Optimization might actually be an unsung hero. Com­pa­nies spend­ing more than 25% of their mar­ket­ing bud­gets toward opti­miza­tion are twice as likely to enjoy high con­ver­sion rates, according to a recent study conducted by Adobe.

You hear it as a rallying cry in meetings: “Our marketing needs a big idea.”

Justifying marketing spend is a daily activity for many CMOs. Shrinking budgets and accountability are two common themes. In a recent study, CMOs cited shrinking budgets as one of the biggest challenges.¹

Justifying marketing spend is a daily activity for many CMOs. Shrinking budgets and accountability are two common themes. In a recent study, CMOs cited shrinking budgets as one of the biggest challenges.¹