Alison Temple, CEO of Wild Card Creative Group, emphasizes that agency selection processes often miss key factors. Drawing from her experiences at both a marketing executive and agency leader, she argues the focus should shift from merely size and accolades to partnerships that enhance brand storytelling. Temple highlights five considerations overlooked in traditional RFPs, particularly the importance of agency size and operational structure in ensuring effective marketing. She urges brands to seek agencies adept at worldbuilding, where compelling stories resonate with audiences, surpassing the impact of standard advertisements.
Most agency selection processes ask all the wrong questions. Successful brand marketing requires worldbuildingâcreating a consistent, immersive universe for your brand.
The conventional wisdom that bigger is better is becoming outdated. Midsize agencies can deliver the ideal balance of expertise, attention, and agility.
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