Modern marketing conditions -- characterized by near limitless data, real time optimization cycles, and nimble disrupters in every industry -- require a different type of partnership between advertisers and their agencies. Based on their own teams’ collaborative efforts, American Express VP Tatyana Zlotsky and Kepler CEO Rick Greenberg, will discuss:
- How to create a more seamless working partnership
- Key strategic activities advertisers can no longer delegate to their agencies
- How both parties need to revise their approach for recruiting and retaining specialist talent
- How to align incentives and ensure full transparency
