How the best marketers get their agencies to deliver the best work

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

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Even the best agencies don’t do their best work for every client. This can have as much to do with the marketer’s skill as a client as it does the creative talent at the agency. There tends to be very little focus on the interpersonal relationships, communication, listening, and other “soft” skills that are required for marketers to be strong leaders of the creative development process, even in companies with robust marketing training...

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Bray Leino

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