Transparency is a buzzword in today’s digital marketing landscape, but with very good reason. Only when both brands and agencies fully understand campaigns can we work together to make sure they deliver optimal bottom line growth.
Transparency covers a multiple of nuances but can be boiled down to two main factors – agency revenue and campaign visibility. For this post we are focussing on agency revenue, however further posts as part of my ‘Media Explained’ series are on the way.
This has been one of the hottest topics in the industry for many years now and still continues to be, so what are the key facts:
What you can do as a brand…
Whilst agencies are becoming more transparent in their ways of working, there’s a still a long way to go before we achieve full transparency, and before trust is fully re-established between agencies and brands. At connective3 data transparency is fundamental to our way of working, to ensure that we create a mutually beneficial partnership between ourselves and our clients.