Prepping brand and agency partners for 2021

In 2020, health and fitness treatment, economic, and social crises disrupted all our programs, prompting makes and agencies to recalibrate their interactions. Those that worked together, concentrating on resilience and transformation? They not only weathered the storm, but arrived out much better.

This past year, I’ve witnessed agencies obtain great consumer fulfillment by leaning into spots where by makes critically want aid. In a planet that stays uncertain, there’s a massive opportunity for brand names and agencies to companion and put together for the year ahead.

To investigate this evolving dynamic, we partnered with Google on a new review executed by Forrester Consulting.

To me, the conclusions are very clear. As we enter an additional rapid-paced yr, sturdy model-agency partnerships will be instrumental to driving expansion and planning for whatever’s future. Here are some of the important strategies businesses can turn out to be remarkable strategic companions in 2021 and outside of.

Embrace automation

I’ve read from some agencies that they’re skeptical about automated remedies, but our examine exhibits that makes are ever more searching for businesses to inform their automation strategy and eyesight. A staggering 86% of brands say they’re not incredibly successful at leveraging technology to automate aspects of their marketing, and only 1 in 3 have linked automation to growing profits. Plainly, there’s a lot of opportunity for businesses to own and turn into leaders in this space.

Adopting automation can be activity-modifying for many motives. For starters, it enhances model-agency agility to respond to purchaser need in authentic time, optimizes campaigns, and increases efficiency — all of which are ever more important as behaviors shift and the route to obtain gets to be significantly less linear. A lot more importantly, it frees up time and sources for organizations to target on the strategic, large-benefit do the job and data-pushed very best practices that provide the biggest value for their associates.