Evolution of the Client-Agency Landscape

KEVIN GIBBONSBLUEGLASS.CO.UK

@KEVGIBBO

No-one wants just SEO anymore…

http://econsultancy.com/uk/blog/63021-integrated-vs-specialist-have-agency-models-changed-in-2013

Search should be part of a single strategy, set by the brand across all marketing channels

The agency role is to support in-house marketing teams & work closer to execute

Agencies need to be more agile - shorter term projects vs long-term contracts

We had to break down the silos & re-structure our team based around client lifecycle

What are you doing now, that wasn’t on the agenda 12 months ago?

• Are you reading different blogs? Or attending different events?

• How has the importance of content increased over the last 12 months? Is the brand involved in providing data/information?

• Are you working closer with internal digital teams? What about offline marketing and brand teams?

• Is the agency role now more supportive/delivery based? To challenge ideas and provide industry knowledge/trends

KEVIN GIBBONS KGIBBONS@BLUEGLASS.CO.UK @KEVGIBBOBLUEGLASS.CO.UK