The way people make treatment decisions is changing because of COVID. Agencies are responsible for working with clients to implement changes that support brand objectives. It won’t be easy and means changing the mindset from a vendor to a strategic partner.
KEY IDEA: Ad agencies have had a trust problem since a 2016 study by the Association of National Advertisers revealed illegal agency rebates and other misuses of clients’ money. Do agencies have a duty to “push back” against bad marketing decisions at the expense of possibly losing clients?