Evolution of the Client-Agency
No-one wants just SEO anymore…
Search should be part of a single strategy, set by
the brand across all marketing channels
The agency role is to support in-house
marketing teams & work closer to execute
Agencies need to be more agile -
shorter term projects vs long-term contracts
We had to break down the silos &
re-structure our team based around client lifecycle
What are you doing now, that wasn’t
on the agenda 12 months ago?
• Are you reading different blogs? Or attending different events?
• How has the importance of content increased over the last 12
months? Is the brand involved in providing data/information?
• Are you working closer with internal digital teams? What about
offline marketing and brand teams?
• Is the agency role now more supportive/delivery based? To
challenge ideas and provide industry knowledge/trends