Tony Wright is a digital marketing expert with 15 years of experience in traditional and digital agencies. He discusses the relationship between agencies and affiliates, noting that while agencies are interested in the potential for ROI from affiliate programs, they often distrust affiliates due to concerns about losing control, being ripped off, not understanding the technology, and damaging brands. He advises affiliates to be transparent, avoid taking advantage of agencies, help agencies understand how to manage affiliates properly to look good to clients, and offer to help agencies write the rules for affiliate programs.

1. Tony Wright CEO & Founder 972-215-7167 @tonynwright
Biting the
hand that
feeds you.
The love/hate
relationship
of Agencies
and Affiliates.

2. Who is this dude?
15 years in traditional and digital agencies
SEO and Digital Marketing Early-Adopter
Run Affiliate Marketing programs for Fortune 500
Companies
Owned WrightIMC for 8 Years
Known for Reputation Management and Public
Relations
Live in Dallas, Texas
Have 4 kids.
Like Vodka, Wine and Beer
Me and my buddy Matt
@tonynwright

3. What this is NOT about
This is NOT a presentation about how to get into affiliate programs run
by agencies.
This is NOT about stats – you want stats, you can Google them.
This is NOT about what agencies should be doing to help affiliates – but
rather, what affiliates can do to make agencies more comfortable
@tonynwright

4. Why do Agencies mis-trust Affiliates?

5. Goals of an Agency
Hard Goals
• Brand Consistency
• Client buy-in
• ROI
• ROAS
• Budget Management
• Breaking through the clutter
• Innovation
• Compliance
Soft Goals
• Client-Relationship
• Client Ego
• Self-preservation
• Turf Management/Growth
• Internal Politicking
• Authority
• Becoming Indispensible
@tonynwright

6. Agencies are interested in the Affiliate Space
Paying only for leads/sales is something agencies love
The love to show their clients ultimate ROI
I’ve never met an agency exec that didn’t jump at the idea of an
affiliate program right off the bat…until….
@tonynwright

7. Affiliates have kind of a…umm…reputation?
Agencies are scared of losing control
Agencies are scared of getting ripped off
Most agencies don’t understand the technology used in the affiliate
world
Agencies are scared of cannibalization, or worse, bastardization of the
brand
@tonynwright

8. What should I do?
Be on the up and up
Don’t take advantage of an agency that doesn’t know any better
Don’t cannibalize results for short term gains
Be fair. Help Agencies understand how to deal with affiliates. If you
have a chance, help them write the rules. Help them look good to their
client and you’ll get more work
@tonynwright

9. Tony Wright CEO & Founder 972-215-7167 @tonynwright
Thank You! Lets connect!