What do teams need from their agencies ... thoughts on how to partner with client that are growing their in-house capabilities client in-house Alex Spyrou, Head of Digital Marketing & Engagement, Bupa in 2016?
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What do teams need from their
agencies
... thoughts on how to partner with client that are growing their in-house capabilities
client in-house
Alex Spyrou, Head of Digital Marketing & Engagement, Bupa
in 2016?
There is a growing trend of clients building
in-house teams....but there is still a key role for agencies to play in this
situation.
Very few digital & marketing teams can function effectively without specialist agencies
Client teams are expanding rapidly.......
“.....we’ve grown from 3to 14....”“there are 6 of us in PPC now,
before it was just me.”
people in digital marketing....”“.....in the last 2 years we’ve gone from 10 to
23
What is fuelling this ‘trend’?
finance
Company knowledge
Poor business performanceStakeholder
management 100% of focus
Complex business setup
Alignment with internal teams
Channel management
Team grows naturally: Intentional move from outsourcing model:
where can agenciesto these typesof clients?
add value
Digi Mktg Mgr
SEOMgr
Content Mktg Exec
Bupa In-house SEO team
BD AD AM AE
Content Mgr TechContent
Exec
agencyStrategist Data
Digi Content Editors
Health Content Editors
Group Content
Mgr
Delivery Mgrs
Product Owner
In-house Studio
Social media team
PR team
Client-side resources
Analytics team
For 2016 planning, I’ll be asking my agency:
How can you help me get the best out of my in-house team?
how would you shape your account
team to make that happen?
what specialist skills and tools do you have that I can’t recruit, buy
or licence in-house?
Think differently. Client work environments are not always conducive to that.
(continue to)
Help the client figure out where they want to go, and help them get there
...even if that is a fully independent in-house team
grow the client capability or
grow the account?
Find the gaps in the client team where you can be of value
Strategy I Data I Tech
Creative I Events
clients need insight that informs action
Challenge your current account structure thinking
flexibility and leanness – is the full account team required?
Collaborate.
be Profitablerelationships should be mutually beneficial
How can you help me get the best out of my in-house team?
Thinking time... ...broader,
deeper thinking
Safety net
Flexibility & Scalability
Reporting, data and insight
2nd (expert) opinion
InnovationTraining/consultancy
Content strategy
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