Online commitments are quantifiable on multiple levels, often within 24 to 48 hours of startup. Make sure your client s IT people are in the loop before the deal is done. Have Your Agency Lead the Process . The agency community today understands the value of the Internet and is investing feverishly to provide full-service portal management capabilities. Marketers should forgive and forget.
Agencies play a key role in making portal negotiations work.
Senior agency management, particularly an astute media planner, can monitor daily unplanned changes that move those critical share points up and down. The advertising agency, after all, is still the marketing partner of the advertiser, and thus shares both the victories and the responsibilities. Agencies will continue to be the brand image stewards. They helped invent the brand personalities and should be relied on to understand what the brand stands for in the online space. Get Organized .