Evolution of the Client-Agency Relationship

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Kevin Gibbons

My presentation from #SEOBarcamp in July 2013 on the evolution of the client-agency landscape

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Evolution of the Client-Agency
Landscape
KEVIN GIBBONS
BLUEGLASS.CO.UK
@KEVGIBBO

No-one wants just SEO anymore…
http://econsultancy.com/uk/blog/63021-integrated-vs-specialist-have-agency-models-
changed-in-2013

The agency role is to support in-house
marketing teams & work closer to execute

Agencies need to be more agile -
shorter term projects vs long-term contracts

We had to break down the silos &
re-structure our team based around client lifecycle

KEVIN GIBBONS
KGIBBONS@BLUEGLASS.CO.UK
@KEVGIBBO
BLUEGLASS.CO.UK

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Evolution of the Client-Agency Relationship

1. Evolution of the Client-Agency Landscape KEVIN GIBBONS BLUEGLASS.CO.UK @KEVGIBBO

2. No-one wants just SEO anymore… http://econsultancy.com/uk/blog/63021-integrated-vs-specialist-have-agency-models- changed-in-2013

3. Search should be part of a single strategy, set by the brand across all marketing channels

4. The agency role is to support in-house marketing teams & work closer to execute

5. Agencies need to be more agile - shorter term projects vs long-term contracts

6. We had to break down the silos & re-structure our team based around client lifecycle

7. What are you doing now, that wasn’t on the agenda 12 months ago? • Are you reading different blogs? Or attending different events? • How has the importance of content increased over the last 12 months? Is the brand involved in providing data/information? • Are you working closer with internal digital teams? What about offline marketing and brand teams? • Is the agency role now more supportive/delivery based? To challenge ideas and provide industry knowledge/trends

8. KEVIN GIBBONS KGIBBONS@BLUEGLASS.CO.UK @KEVGIBBO BLUEGLASS.CO.UK

Evolution of the Client-Agency Relationship

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