We’ve all been there. A big brand puts its business into review and everyone goes for it, only to find out the piece of business is just that: a piece. Meanwhile, any number of specialist agencies shares all the other pieces: media, PR, digital, mobile, social, experiential-you name it. It’s like a flock of ducks pecking away at a single piece of bread.

Recently, we talked to several top CMOs from leading brands about agency roles and the AOR model. We asked them about their pain points and how an agency could make their job easier. And the biggest takeaway from those discussions was surprising: that our interests (agency and CMO) have never been more aligned.  Read the full article.