At MediaMath, we believe the agency’s role as a partner in the triumvirate is a very important element for any ambitious marketing organisation. Brands should leverage on agency partners’ knowledge in trading best practices, cutting-edge tools, pooled media buying, and data co-ops to get the most out of their media investments. Additionally, progressive agencies can support brands programmatically through proprietary modeling and optimisation approaches and data-driven creative services.
Watch the video as Ian Perrin, CEO, ZenithOptimedia ANZ, shares his views on why the ‘open agency’ approach is strategically significant for business. Investing in programmatic know-how is also equally important as it ensures future business sustainability.
Ian was interviewed live at the Future of Marketing event at the MCA in Sydney, Australia on 31st March 2015.