Michael Kassan on Review-Mageddon: “That Moment of Absolute Chaos.”

amp8220There are four key drivers that impact the way advertisers do business Programmatic procurement transparency and trustamp8221 Kassan continued amp8220The most important one is trustamp8221With new programmatic buying and reporting tech changing the industry how does trust come into play Is the agency model broken Kassan turned to a panel of industry luminaries to tackle the issues that have materialized as disruption transforms agencyclient relationships The panel is pictured at top Left to right amp160Kassan Melissa Goidel Shelley Zalis Ritu Trivedi Susan Canavari and Bill KoenigsbergKassan posed the first question to Bill Koenigsberg CEO Founder and President of Horizon amp8220What does transparency mean to you What does trust mean to youamp8221Koenigsberg stressed full disclosure between client and agency He said that if both sides are clear about conflicts of interest and how each operates internally there should be no question of trust amp8220Unconditional reliability between agency and client can build a bond for lifeamp8221 Koenigsberg concludedShelley Zalis Chairwoman of TFQ Ventures and Founder of The Girlamp8217s Lounge weighed in pointing out the realities of a digital world amp8220If you think your agency is not sharing info with you then shame on you and shame on us as an ecosystem to be tolerating thatamp8221 she said amp8220We live in an open day and ageamp8230 a world where consumers expect transparency and opennessamp8221Other panelists were more focused on the importance of talent in building and maintaining trust between client and agency They questioned whether agencies are truly investing enough in their employees amp160While money and cost minimization always influence an advertiseramp8217s decision relationships are invaluable amp8220For clients that are basing decisions solely on cost you will get the results you deserveamp8221 Susan Canavari Chaseamp8217s Chief Brand Officer warned the crowdamp8220Buying junk will show you the impact of buying junkamp8221 Zalis agreedBut has programmatic and automation diminished the need for top talent Ritu Trivedi Vice President Strategy and Marketing Solutions at AOL made sure to emphasize the past tense in recalling days when agencies invested heavily in talent and training Trivedi remarked that while the inventory and pipelines are changing one thing has remained stagnant and desirable the need for brand stories amp8220Programmatic can help optimization and efficiencyamp8221 she continued amp8220but not storytelling Those stories cannot be told by machinesamp8221 amp160If agencies do not invest in talent Trivedi concluded they will only foster oneoff mindsets among their employees instead of grooming them for valuable advisory rolesAcknowledging that advertisers are looking back on times of simpler business models Melissa Goidel Chief Revenue Officer at Refinery29 also stressed that clients need an individual agency partner who can serve in a more supportive capacity amp8220Advisory versus selling is a huge step in changing the conversation about trustamp8221 she asserted amp160As an agency you need to practice discretion and make sure to choose clients who match up with your agencyamp8217s values she added amp160According to Goidel this is a fundamental step to ensuring healthy clientagency relationships and building trustTo Koenigsberg however the most glaring problem is uncertainty He admitted that we do sometimes confuse trust with uncertainty amp160As we transition from old models of business he asks amp8220Can I trust my agency to lead me into the futureamp8221 That is a question we will likely be asking and should be asking as long as the agency model stays intactTimes of digital disruption only make the answer all the more pressing As Zalis aptly remarked amp8220Chaos creates opportunityamp8221The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Michael Kassan on Review-Mageddon: “That Moment of Absolute Chaos.”

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Michael Kassan on Review-Mageddon: “That Moment of Absolute Chaos.”

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