What practices best foster collaboration between marketers and agencies?

Brett Malinowski

Marketing Director · Whop

Make them look good

Brett Malinowski says the practice is to make the other side look good, saying his job is to make them look good so they can grow and create a partnership.

The answer starts at 51:18.

Peter Giorgi

SVP of Brand Marketing, Partnerships and Creative Excellence · Rocket

In-person collaborative brief development

Peter Giorgi says his team briefed an agency in person, flying to LA for two days to go through a five-page brief line by line and answer questions, because marketers should give agencies the same quality they expect back.

The answer starts at 31:38.

Laura Jones

Chief Marketing Officer at Instacart · Instacart

Transparency and sharing data

Laura Jones says transparency and sharing data are most effective for fostering collaboration because it builds trust and ensures everyone is aligned on measurement changes and optimization opportunities.

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Mark Kirkham

Chief Marketing Officer, PepsiCo Beverages US · Pepsico

Open discussions

Mark Kirkham says having open discussions about how relationships and the agency landscape are evolving will create more opportunities for agencies and clients to work together more deeply, since pretending change isn't happening doesn't work.

The answer starts at 35:27.

Marvin Chow

VP of Consumer and AI Marketing · Google

Simplify approvals

Marvin Chow points to simplifying approvals, citing approvals done over chat and email threads and proposing a simple system where everyone approves and sees comments at once to reduce friction.