Marketing planning shared between marketing agency and marketing team

Marketing agencies and marketing teams work together on campaigns and marketing projects. However, should “together” not really be “together”, in a shared marketing planning?

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Marketing agencies and marketing teams work together on campaigns and marketing projects. But how far does "together" extend? In practice, after a briefing, the agency starts working internally, reporting and planning via mail, Excel, pdf and meetings. The one party, the agency, executes; the other party, the customer, gives feedback. This is repeated until the campaign or project is completed. This works great for creative projects such as rebranding. But what if the agency actively participates in campaigns, for example for content, advertising or PR?

Should "together" not really be "together", in a shared marketing planning? Utopia according to one, because an agency organization does not correspond to a team organization with a customer. Hard reality according to us, because marketing technology offers perfect solutions. This e-book offers tools for marketing agencies that want to be more than just an executing party.