What do teams need from their

agencies

... thoughts on how to partner with client that are growing their in-house capabilities

client in-house

Alex Spyrou, Head of Digital Marketing & Engagement, Bupa

in 2016?

There is a growing trend of clients building

in-house teams....but there is still a key role for agencies to play in this

situation.

Very few digital & marketing teams can function effectively without specialist agencies

Client teams are expanding rapidly.......

“.....we’ve grown from 3to 14....”“there are 6 of us in PPC now,

before it was just me.”

people in digital marketing....”“.....in the last 2 years we’ve gone from 10 to

23

What is fuelling this ‘trend’?

finance

Company knowledge

Poor business performanceStakeholder

management 100% of focus

Complex business setup

Alignment with internal teams

Channel management

Team grows naturally: Intentional move from outsourcing model:

where can agenciesto these typesof clients?

add value

Digi Mktg Mgr

SEOMgr

Content Mktg Exec

Bupa In-house SEO team

BD AD AM AE

Content Mgr TechContent

Exec

agencyStrategist Data

Digi Content Editors

Health Content Editors

Group Content

Mgr

Delivery Mgrs

Product Owner

In-house Studio

Social media team

PR team

Client-side resources

Analytics team

For 2016 planning, I’ll be asking my agency:

How can you help me get the best out of my in-house team?

how would you shape your account

team to make that happen?

what specialist skills and tools do you have that I can’t recruit, buy

or licence in-house?

Think differently. Client work environments are not always conducive to that.

(continue to)

Help the client figure out where they want to go, and help them get there

...even if that is a fully independent in-house team

grow the client capability or

grow the account?

Find the gaps in the client team where you can be of value

Strategy I Data I Tech

Creative I Events

clients need insight that informs action

Challenge your current account structure thinking

flexibility and leanness – is the full account team required?

Collaborate.

be Profitablerelationships should be mutually beneficial

How can you help me get the best out of my in-house team?

Thinking time... ...broader,

deeper thinking

Safety net

Flexibility & Scalability

Reporting, data and insight

2nd (expert) opinion

InnovationTraining/consultancy

Content strategy