If you have ever worked at a company of any size, then you know how hard it is to know who your partners are. Brand Pages on Agency Spotter are the first of a kind product that takes available data to display the agency partners who work with some of the largest companies in the world.
If you are in IT, that might be your digital agencies, web and mobile design agencies, and more. If you work in marketing, it might include your public relations, advertising, social media, branding, and experiential marketing parters. This list is long and becomes more complex the larger an organization becomes.
One of the challenges we faced in designing this new feature on Agency Spotter was to strike a balance between the data we displayed without compromising too much information for the companies or their partner agencies. It needed to be easy to use, at a glance.
We didn’t want to get in the way of a marketing manager at Microsoft quickly seeing a list of partners that were most likely already vetted and ready to jump in on a new brief. But, since this data was public, we didn’t want to cause any competitive friction either.
Another challenge was coming up with a simple, but useful highlight dashboard to capture stats on the agencies included in the company’s page. We settled on helping companies understand the distribution of agency sizes and cities. And, we started to highlight other stats a CMO could use like how many of the partners might qualify towards a company’s diversity initiatives.
While Brand Pages on Agency Spotter are shedding light on an organization’s partners, it is really just the first step in helping a company understand and better manage their roster of partners.
Now, we are busy working on Partner Management that will help the CMO and their teams better capitalize on their partnerships, access the historical knowledge across the company, connect people, and better manage risk across marketing.
The amount of data at medium and large companies that is isolated and not shared is staggering. Where excel used to be an amazing business productivity tool, today it is, in many ways, the enemy of efficiency as your company grows. If everyone has their own stash of excel and powerpoint documents that they use to make decisions and track changes and if those documents are not shared or are not easy to search, then every individual in your organization is a silo of unconnected data.
As a CMO or head of marketing strategy at a company like AB InBev, Nestlé, or Google, this can make your job extremely difficult. How in the world, with all the other changes taking shape, can you begin to orchestrate alignment across the organization if you and your teams don’t have access to a shared source of data to even know who your agency partners are and how they are doing?
This goes before reporting on campaign results data. It has to do with whether you even have the right partner for your organization in place before you role out the campaign.
While it is not perfect, I am proud of what we have been able to achieve with Brand Pages as a first of a kind display of real world relationships between companies and their marketing, design, and digital agencies.
It is fantastic to see decision makers discover the world of partners they didn’t even know existed across their respective company. Currently, there are 103 companies with Brand Pages and more are being added all the time. Enjoy!