‘Great minds don’t think alike’: Brands on navigating design agency relationships
If marketers are to reclaim their influence over the product in the 4Ps, how do they get the best out of their relationships with design agencies?
As tenures become ever shorter, how do brands negotiate long-term relationships with design agencies, often seen as the external guardians of brand values?
Choosing the right agencies to begin with is one factor. Reckitt global brand experience lead Nick Horan is responsible for the Vanish brand, alongside managing the wider group’s design roster. A decade ago, the company realised there were simply too many design agencies working on its brands and took the decision to slim down its roster.