The presentation looks ahead at how client in-house teams and capabilities are developing, how agency & client relationships are evolving as a result, and thoughts on what clients are likely to require from their agencies in 2016.
2024 WTF - what's working in mobile user acquisition
What in-house marketing teams need from agencies
1. 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?
2. 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
3. Client teams are
expanding rapidly.......
“.....we’ve grown from 3
to 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
4. What is fuelling this ‘trend’?
finance
Company
knowledge
Poor business
performance
Stakeholder
management 100% of focus
Complex
business setup
Alignment with
internal teams
Channel
management
Team grows naturally:
Intentional move from
outsourcing model:
7. Digi Mktg
Mgr
SEO
Mgr
Content
Mktg
Exec
Bupa In-house
SEO team
BD AD AM AE
Content
Mgr
Tech
Content
Exec
agency
Strategist 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
8. 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?
17. 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
Innovation
Training/consultancy
Content
strategy