Track 1 – Business - Sponsored by IBM

Ad Agency or Consultancy? Who’s the Best Partner?

Monday 2017 October 9th • 3:30 pm - 4:15 pm • Rivergate Room

Data and technology are evolving how large enterprises do business and the role of advertising agencies and business consultancies. Not so very long ago a marketer’s most trusted partner was the AOR. Today management consultancies like Accenture, IBM and Deloitte are moving into marketing from elsewhere in the C-Suite while marketing/advertising technology companies like Salesforce, Oracle and SAP are coming at the agencies from the other side. So how does the savvy marketer choose the right strategic partner?

Senior executives from industry-leading companies will discuss who makes the best partner to solve what problems, and the frameworks and parameters for making such decisions. Key learnings in this session will include:

  • The pros and cons of the agency vs. consultancy model for marketing data management
  • The questions to ask potential strategic data partners
  • The breakdown of responsibility among the C-suite as it relates to partner choices

Who should attend? Senior executives and stakeholders focused on the business impact of data on the organization. Examples: CMOs, CTOs, CPOs, business consultants, analysts, journalists and lobbyists.