Flexibility and creativity should be the focus for agencies in 2018, according to brands such as L’Oreal and InterContinental Hotels Group. Representatives from both brands offered insight into the agency/brand relationship at International Confex’s opening keynote session and offered attendees advice on what brands are looking for.
“We’re always looking for creativity and innovation and we want you to show us how you can use your expertise to bring our brands to life and effectively tell our story,” said Alison Williams, head of events, L’Oreal Professional Products UK and Ireland.
The ability to effectively manage internal stakeholders and offer a collaborative approach was also highlighted as a key selling point for agencies.
“Honesty and communication are also very important, as well as a relationship in which the agency is able to ‘push back’. You are the experts and we want you to add value to our business and have the same goal in sight,” said Louise Alexander, who heads up InterContinental Hotels Group Europe events programme.
The ILEA UK session was hosted by Hannah Luffman from Unicorn Events and aimed at dispelling the uncertainty about what brands want from agencies and how partnerships can be improved.
