Your role
Agency lead
Leading an agency that plans or runs communications for clients.
The agency lead runs a business that plans or delivers communications for clients, often alongside other agencies and the client's own team. In an integrated plan an agency may lead, support or specialise, and its value depends on how well it works with the rest of the roster. Clear scopes, shared briefs and honest measurement are what keep clients.
- Advertising
- Digital advertising
- Public relations
- Social media
- Content marketing
- Events and experiential
The disciplines that usually come together here, reaching one person.
What matters when choosing
Tools that handle many clients, brands and languages, with each client's data and access kept apart.
Shared workflows with clients for briefs, approvals and reporting.
Integrations that let the agency work in the client's systems rather than copying data out.
Reporting that ties the work to client objectives and stands up next to other agencies' numbers.
Pricing that fits how the agency charges: by project, by retainer or by results.
Questions to ask vendors and agencies
How do we work with the client's other agencies and in-house team on this account?
Who owns the data, accounts and assets if the relationship ends?
How will the client judge our contribution next to everyone else's?
Common mistakes
Promising integration while guarding your own channel and your own numbers.
Accepting a vague brief and scope, then arguing later about what was agreed.
Platforms that fit (2)
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