Eric Rotkow addressed leading agency CEOs | November 7
In Attendance: Top executives charged with growing the agency participated in this session (which was not open to mid-level or junior attendees). Attendees included those at the CEO, President, Chairman or Managing Director level, along with department heads.
The session inspired the audience to put specific plans in place to modernize their organizations and drive their agencies forward.
Summary: Marketing programming is far more complex than ever before for most agency clients, as they contend with digital transformation. Strategy development and campaign planning have become oriented to customer journeys and experiences; while activation has become an exercise in coordinating the mix of internal creative teams, external agencies and vendors, consulting firms, IT, MarTech/AdTech, and other resources for successful marketing.
For many external agencies, these changes have meant increasingly narrow and transactional client relationships, versus the platform-setting relationships of the past. However, with enhanced service models, agencies can dramatically align themselves to how clients are now organizing themselves amidst digital transformation, even embedding their team’s skills, expertise, and capabilities into client marketing operations.
This session detailed how leading brands are starting to think about the mix of internal and external service providers, and how mid-size agencies can adapt their service models to remain relevant, compete, and win. The session included: