Focused Content

  • Internal/External Agency Collaboration

    Once considered competitors, internal and external agencies are increasingly working together to maximize capabilities, dollars and business impact. From joint strategy sessions to cooperating on campaigns to sharing creative assets, internal and external agencies are forging new ways of working together.

    Category: Partnership, Past Discussion Groups, Thought Leadership

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  • Build It, Buy It, or Both?

    Traditionally framed as a choice of build or buy, today’s advertisers are pursuing hybrid policies of build and buy for the customized bundle of services needed to support their markets. A Harvard Business School paper co-authored by leading consultant and in-house influencer, Marta Stiglin—published in the International Journal of Marketing Studies, http://bit.ly/Stiglin.

    Category: Focused Content, Thought Leadership

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