‘Agencies should be held to the same things I get bonused on’ – William Hill CMO says simply liking an agency isn’t enough of a relationship
Forging a meaningful, and profitable, relationship with an agency is generally top of the ‘To Do’ list for a CMO. But, says William Hill’s chief marketing officer Kristof Fahy, while it should be viewed as a partnership it is one of “non-equals” and when the CMO is signing the cheque every month, he wants more from an agency than the likeability factor. They need to be as invested in a brand as the top level execs.
“The reality is, how well do you get on with people and how much do they care about your business?,” said Fahy on the Read full story ›
Source: The Drum
