The Matchmaker for Brands Looking for Better Agency Love - Didn't See it Coming Podcast with Mark Stoiber

From Marc Stoiber's post:

The world of brands (like the world in general) is becoming more complex.

Where the rule was once to find an 'integrated' agency capable of handling all requests, the mood today is shifting toward finding a raft of specialized shops, then 'conducting' them like a symphony.

Setup was launched to meet the growing need for hyperspecialized matchmaking. Founder and CEO Joe Koufman joined me in a conversation on the shifting priorities of brands, the willingness of big brands to trade the stability of one agency for the greater performance of many smaller shops working together, and how to make this all work - both logistically and in the presence of competing egos.

Here is the complete post from Marc Stoiber's blog: 

https://www.MarcStoiber.com/better-brand-agency-relationships/

Interview Highlights

• How and why the Setup business model works as a connector to brands and agencies

• Why specialist agencies are superior to generalists in some ways

• Managing the multi-agency model

• The business development hurdle that many agencies have trouble with

• The evolution of the marketing agency landscape

• How agencies can work together in the multi-agency model

• The "Karma Economy" & networking

• The power of creativity

• How the technologically mundane represents a renewed opportunity for marketers

• Skills that marketers need to thrive in this age of unpredictability

• The important balance that marketers have to strike between old vs. new & complex vs. simple

• What growth means for Setup

• The agency spec and the complexities of pricing

• The "Yes, and" concept

• How to work with Setup

Quotes mentioned

• "Don't let your short-term greed get in the way of your long-term greed"

• "It is not the critic who counts; nor the one who points out how the strong person stumbled, or where the doer of a deed could have done better. The credit belongs to the person who is actually in the arena; whose face is marred by dust and sweat and blood, who strives valiantly; who errs and comes short again and again, because there is no effort without error and shortcoming; who does actually strive to do deeds; who knows the great enthusiasms, the great devotion, spends oneself in a worthy cause; who at the best knows in the end the triumph of high achievement; and who at worst, if he or she fails, at least fails while daring greatly…" 

  "Far better it is to dare mighty things, to win glorious triumphs, even though checkered by failure, than to rank with those poor spirits who neither enjoy nor suffer much, because they live in the gray twilight that knows not victory nor defeat."  - Theodore Roosevelt

Resources mentioned:

• List of independent marketing agencies in Atlanta

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