Client/agency partnerships – a marriage of science and creativity

Central to any brand team’s purpose is the work it does with its external partners such as creative agencies. That work begins inside the brand team with setting strong, functional marketing objectives. I covered how to set relevant marketing objectives in the first article in this series. But then begins the agency-client partnership, the first step of which is selecting the right agency. That critical choice is the subject of this second article, which will be followed by two further articles about how to brief the agency and how to design a campaign, to complete the four-part series.