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The Shifting Dynamics of Agency and Brands

Talent: Ale Manfredi - Dove, Ila De Mello Kamath - Ogilvy, Sascha Lehmann - McKinsey & Company

Category: The Creative Crossover

Join us for an exciting new discussion series ‘Creative Crossover’ in partnership with McKinsey & Company. 67% of brand leaders see creativity as extremely valuable as a competitive advantage in business. However, only 17% of creative partners believe that brands value creativity to the same extent (LIONS State of Creativity Survey, 2021). Agencies exist to serve brands, but brands are asking more from their agencies as business demands and customer demands evolve. Speed of action only goes so far if other players in your ecosystem fail to move as fast – or are not aligned to your shared values and goals.

Through a series of challenging statements, our speakers will explore:

- How to align values and build trust between agency and brand

- How to share data and insights to build trust and transparency on campaigns

- How to develop meaningful, customer-centric creative content under accelerated timetables post-COVID

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