{"id":1785,"date":"2021-10-22T10:57:09","date_gmt":"2021-10-22T14:57:09","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/10\/22\/building-brand-agency-relationships-that-move-at-the-speed-of-digital\/"},"modified":"2021-10-22T10:57:09","modified_gmt":"2021-10-22T14:57:09","slug":"building-brand-agency-relationships-that-move-at-the-speed-of-digital","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/building-brand-agency-relationships-that-move-at-the-speed-of-digital\/1785\/","title":{"rendered":"Building Brand-Agency Relationships that Move at the Speed of Digital"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">It\u2019s easy to recognize that the world has transformed significantly in recent years: consumer behaviors have shifted online and brands\u2019 investments in digital have rapidly accelerated. And in the center of both trends sits the agency partner, whose job is to connect brands with their audiences everywhere they show up. But amidst an era of incredible change, why has the brand-agency relationship largely stayed the same?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/newyork.advertisingweek.com\/aw\/schedule\/session\/-347-2021-10-21-1100-mediamonks\">In a panel discussion on brand-agency relationships at Advertising Week New York<\/a>, Media.Monks Founder Wesley ter Haar, S4Capital Chairman Sir Martin Sorrell, and Mondel\u0113z\u2019s Global Head of Agency Ecosystem &#8211; Consumer Experience Meghan Johnson met to discuss how Mondel\u0113z and Media.Monks have come together to help the global snacking giant satisfy cravings everywhere. The discussion served key insight into the challenges and goals of global FMCG brands, and how partners must evolve to better suit their needs.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Inside the New Partner Model<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Early in the panel discussion, Sir Martin summed up the strategy that guides Media.Monks\u2019 approach to partnership. \u201cOur mission is to create the new age\/new era marketing services model and disrupt the old.\u201d This takes shape in four ways: placing a focus on digital; enabling personalization at scale fueled by data-driven insights; understanding the digital ecosystem to move at speed; and perhaps most importantly, showing up as a unitary brand. \u201cWe\u2019re building a network from the bottom up,\u201d Sir Martin added. \u201cWe\u2019re in the business of making things, and that\u2019s at the core\u2014we create and make things and build up from there.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Before the launch of Media.Monks\u2019 unitary brand, the company\u2019s unique ability to bring data, digital media and content together proved essential to cementing <a href=\"https:\/\/www.campaignlive.com\/article\/mondelez-hires-mediamonks-publicis-groupe-global-content-production\/1700837\" aria-label=\"the relationship, read on compaign live\">the relationship<\/a> with Mondel\u0113z, for whom Media.Monks manages tech infrastructure, global websites and content production in North America, Latin America, Asia, the Middle East and Africa. \u201cWhen you\u2019re trying to destroy legacy thinking and legacy ways of doing, you look for simple solutions,\u201d says Johnson. \u201cStrategically it\u2019s better for us as clients to have that one door into best-in-class capabilities. Operationally it makes a whole lot of sense for<\/p>\n\n\n\n\n<p>[Media.Monks]<\/p>\n\n<p class=\"wp-block-paragraph\">from a back-end perspective.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Mondel\u0113z is one of the world\u2019s largest snack companies, with nine global-leading brands, more than 60 region-favorite brands and a presence in over 150 countries. This dizzying combination of brands and markets creates a natural complexity that many global FMCG brands must navigate to meet audiences with efficiency and effectiveness. Johnson notes that close partnership is essential to overcoming these challenges and better meeting consumer needs. \u201cWe see our competitive advantage in treating our agencies as strategic partners, not vendors, and using their nimbleness as speedboats to test new capabilities,\u201d she says.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n<h2 class=\"wp-block-heading\"><strong>Building a System for Speed and Scale<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">When it comes to closer collaboration with brands like Mondel\u0113z, Media.Monks eliminated the barriers typically encountered within the traditional agency model. \u201cThe irony of networks is they do not have a network effect,\u201d says ter Haar. \u201cThere are foundational complexities to the network model that make it almost impossible for teams and talent to operate and organize seamlessly around what clients actually need.\u201d Media.Monks\u2019 API-inspired model seamlessly connects teams and offers brands access to a diverse pool of talent and skill sets at an arm\u2019s length.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In addition to talent access, the API model is also built as a system for scale. It enables new businesses that join Media.Monks to have the space to grow and organically expand capabilities for brands around the world. \u201cWe want companies to join us and have an <a href=\"https:\/\/media.monks.com\/articles\/starting-scaling-and-building-capability\" aria-label=\"ownable space, read on media monks\">ownable space,<\/a> a node within the API,\u201d says ter Haar. \u201cWe say, \u2018Come scale your superpower.\u2019 They have something they can own and scale.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The recent addition of <a href=\"https:\/\/media.monks.com\/articles\/zemoga-joins-mediamonks-build-groundbreaking-customer-experiences\" aria-label=\"zemoga, read on media monks\">Zemoga<\/a> to Media.Monks\u2019 team showcases this approach in action by fortifying the technology services pillar in its remit. And by aligning content, data&#038;digital media and technology within a single team, we\u2019re better able to connect the dots with stakeholders across a client\u2019s business. \u201cWhen we started in May 2018, we talked about digital transformation from the marketing and sales point of view,\u201d says Sir Martin. \u201cEffectively, now we have the full set: we can approach the digital marketing transformation process through the marketing function, through the sales function, through the IT function.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">All three verticals are key, but legacy systems\u2014both within a brand or its agency partners\u2014can make this level of connection tough to achieve. The API model is an antidote that aims to bring each together to maximize effectiveness across the business and consumer journey.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Toward New Forms of Storytelling<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The ability to show up meaningfully across the digital ecosystem has become critical for brands like Mondel\u0113z as they adapt to shifts in consumer expectation. Johnson defined the three needs that she thinks storytelling should fulfill. First, it\u2019s empathetic\u2014it needs to mean something to the audience. Second, it needs to feel authentic in the context of where you tell it. \u201cA story on TikTok is going to look and feel a lot different than what you see on YouTube,\u201d she says. And third, it should be simple.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAs marketers, we usually do the first two parts well, and fall apart on the simplicity piece,\u201d says Johnson. \u201cWe\u2019re still so enamored by a great 30- or 60-second spot, but we forget it\u2019s not where we spend our money anymore and it\u2019s not where consumers spend their time.\u201d Brands need new storytelling and creative techniques in the form of fit-for-format content and experiences that extend across channels\u2014but legacy roadblocks can often inhibit creative\u2019s effectiveness across a range of channels.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For ter Haar, the solution lies not only in new ways of thinking. \u201cWe talk a lot to clients about \u2018feeding the feeds,\u2019 being hyper aware of where people are spending their time,\u201d he says, noting that telling great stories shouldn\u2019t be limited to a linear, traditional format. \u201cI think seeing that not as a restriction, but as an opportunity, is really the mindset shift.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While the need to meet consumers authentically across channels has existed for years, it was during the height of the pandemic that investments in digital accelerated\u2014a trend that shows no signs of subsiding. \u201cI think within companies, the change agents will be given even more oxygen in 2023,\u201d says Sir Martin, anticipating <a href=\"https:\/\/media.monks.com\/articles\/report-make-sense-metaverse\" aria-label=\"greater transformation, read on media monks\">greater transformation<\/a> on the horizon.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As new channels and behaviors continue to challenge traditional ways of thinking and doing, brands will need to keep up\u2014and so will their partners. Whether by aligning business stakeholders planning the next step in digital transformation or by breaking big ideas down into fit-for-format creative opportunities, it\u2019s time for the brand-agency relationship to evolve\u2014and we\u2019re thankful for brands like Mondel\u0113z who have joined Media.Monks on a journey to better ways of working.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amidst an era of incredible change, why has the brand-agency relationship largely stayed the same?<\/p>\n","protected":false},"author":7,"featured_media":1786,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-1785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is 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