Marketing Mob Talks webinar - Joe Koufman
On January 9, 2018, Setup CEO Joe Koufman was a guest of Marketing Mob CEO Annelle Barnett's Marketing Mob Talks webinar:
During the discussion, Joe talks about:
How brands are abandoning the AOR model and seeking specialist marketing agencies
The new role of the CMO as a conductor of a "jazz quartet" of agencies
Setup services to bridge the gap between brands and marketing agencies
Three tips to ensure a good match between brand and agency:
Understanding
Business needs
Desired outcome
Marketing history
Agency relationship/history
Evaluation criteria
Validate understanding
Insight
Examples of past relevant agency work
Examples of past successful relationships
Ideas for potential positive outcomes
Introduction
Get permission from both parties
Facilitate a warm connection
Follow-up to ensure connection is made
Follow-up to ensure connection is valuable for both parties
Setup specializes in using these tips to make strong connections between agencies and brands. We have a thorough vetting process to make sure brands are connected with and selecting top-tier agencies.