Managing an advertising agency is complex. The landscape is constantly changing. Chief Marketing Officers (CMOs) must consider how agencies are keeping pace with evolving strategies.
Engaging with an advertising agency is one of the most expensive marketing investments. It's critical to ensure the marketing strategy, programs, projects, tactics, and especially marketing budgets stay on track.
Tight collaboration with agency partners is also tricky. Are all of the teams on the same page? Right up to your senior leaders?
It’s critical to know where you're heading, for what reason, and how effective you’re managing. Here are five ways to evaluate and improve how you manage your advertising agency.