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Mumbrella360 video recap: The agency of now

M360In this Mumbrella360 video recap, Jon Casimir, senior producer of The Gruen Transfer, chairs a panel including Rowena Millward, senior director integrated communications and digital – consumer, Asia Pacific, Johnson & Johnson, Clive Burcham, founder, The Conscience Organisation, Aaron Michie, chief innovation officer, Zenith Optimedia and Damien Damjanovski, founder, Common Ventures. The panel explores whether today’s agencies are structured to deliver the requirements of today’s clients.

BEST PRACTICE OR NEXT PRACTICE

The panel discusses whether anything has really changed in marketing, figuring out what the new skills and abilities required of agencies are worth, how to explain to clients what agencies do, how clients deal with this challenge, the idea of how things have always been done versus future requirements and the breakdown of time and materials when it comes to billing.

‘Droga5 charges $250,000’

The panel talk about how the problem of renumeration can be solved, how you price the lightening strike moment of creativity, what clients would change about agencies if they could and the importance of people with leadership skills at agencies.

WHERE DO YOU START?

The panel explore the changing expectations on both sides of the agency/client relationship, the changing tools of the industry and why they’re doing nothing to help those that are time-poor, the benefits of having a single client dedicated team within an agency, how to get the right talent in place, how clients choose agencies and where they start when they are making the selection.

‘It’s a pseudo marketing department’

The panel talk about the benefits of being able to negotiate across a wider playing field in the marketing arena, how media agencies and creative agencies can work better together, the role of agencies in a global market economy and where agencies that challenge clients fit into the current and future business models.

To see more videos from the Mumbrella360 conference, visit the Mumbrella360 YouTube Channel.

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