The Era of Collaboration
I was in New York last week for Advertising Week and much of the dialogue centered on agencies working together to provide clients with the total resources they need for full service marketing programs. As the media landscape has become more fragmented and consumers are more in control of the messages they receive, the advertising world has moved dramatically in the past few years where agencies who use to claim all services “under one roof” are now touting that fact that they have the right partnerships in place to deliver full service capabilities.
At RBM we are proud of the fact that we have always collaborated with our clients’ other agency partners and we remain true to our roots in search and digital marketing. On two fronts the agency is making significant progress:
1) New Agency Partnerships: In the last two months we have formed partnerships with three independent creative agencies and have started working on new client assignments. These are agencies that needed our search and media expertise and we were happy to begin a productive working relationship that will expand both of our businesses.
2) Expanding Social Marketing Services: While remaining true to our core capabilities we have found significant growth opportunities in our social marketing services. No longer can we call this “social media” since social platforms are driving more than just an advertiser’s media strategy. Social marketing is the new creative in the digital age and our approach is being recognized by top advertisers.
Gone are the days when agencies say that they can do everything for a client. Instead, successful agencies will focus on what they do really well and form partnerships with other agencies to deliver the rest. We have entered into an era of collaboration in the advertising industry like we have never seen before and I am happy to say that RBM has always had this philosophy. In fact, it’s nice to see the rest of the industry catch up!
