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From agency to strategic partner: why evaluation is a key element of collaboration

Mia Venken, Pitchpoint
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Brands and agencies today operate in an increasingly complex context. Campaigns need to be faster, more consistent and more measurable. At the same time, budgets are under pressure, teams are often smaller and expectations are higher. In this reality, a classic client-supplier relationship is no longer enough. Brands need agencies that do not only execute, but also think along with them, challenge them and share responsibility for results. That is why it is important to evolve towards real strategic partnerships.

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