The Tricky & Sometimes Messy World of Digital Agency & Client Relationships
Susan Wenograd (Director, Paid Media/Acquisition at Nextiva)
About this talk
Agency and client relationships are a tricky thing, and often fraught with frustration on both sides. Where do things go wrong? How can brands better understand the agency they need, and the agency better help them meet their goals?
We’ll delve into how to the sometimes messy world of finding the perfect partnership between a company and the agency they hire to handle their marketing. There are specific things from the outset that can doom the engagement, and ways to handle tougher times to help both sides thrive with one another.
You will learn:
- How an agency should listen to what a brand needs versus what they want
- How clients can get more from their agency partnerships
- The questions both sides should ask before they even start working together
- What agencies can do if things go off-track
About Susan Wenograd
With almost 20 years of experience in marketing, Susan has built brands in-house and agency-side for household names in various roles. Her specialization in Google Ads and Facebook Ads put her in the high-pressure dollar-side trenches of understanding different business types and growth challenges. Managing agency teams at Director and VP-level gave her higher-level insight into why partnerships with clients fail or succeed, and she started to see how her perspective on in-house existence was valuable for agencies that didn’t have that experience. She has used that knowledge over the years to help both sides succeed in how they team up to make a paid media budget go further, faster.
She has served as a reporter for Search Engine Journal, Search Engine Land, and is an ongoing contributor to Social Media Examiner. She recently moved back to an in-house role as Director of Paid Media for Nextiva.
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