In this session from Commerce Roundtable San Diego 2024, industry leaders Melanie Balke (CEO & Co-Founder, The Email Marketers), Andrew Faris (Founder, AJF Growth), Liam Veregin (Co-Founder, Aplo Group), Nate Lagos (VP of Marketing, Original Grain), and Jordan West (Founder, UpGrowth Commerce) dive into the realities of agency and brand relationships, tackling the burning question: "Do agencies actually suck?"
The conversation covers everything from media buying and growth strategies to managing client expectations and knowing when it’s smarter to keep operations in-house versus partnering with an agency.
The panel shares practical insights on how to vet agencies, navigate compensation structures, and set clear expectations for successful collaborations. They also discuss strategies for improving agency reputations, building strong partnerships, and ultimately helping brands get the most value from these relationships, ensuring long-term success.
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00:00 Introduction to Media Buying
01:02 Panel Introductions
02:38 Agency Reputation and Challenges
04:42 When to Engage an Agency
07:47 Agency Economics and Client Relationships
10:00 In-House vs. Agency: A Brand's Perspective
16:15 Finding the Right Agency Fit
22:47 Agency Incentives and Performance
31:18 Aligning Incentives: Challenges and Realities
32:14 Scrutiny and Incentives: In-House vs. Agencies
33:28 The Cost of Talent and Retention Issues
35:56 Media Buying: In-House or Outsource?
41:29 Creative Control and Outsourcing Decisions
46:06 Evaluating Agencies and Exit Strategies
48:17 Optimizing Client-Agency Relationships
51:26 Closing Remarks and Giveaway Announcement
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