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RAR to explore changing client/agency relationships in second Together Works book

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By The Drum Team | Editorial

June 9, 2015 | 2 min read

The Recommended Agencies Register (RAR) is to publish the second book in the Together Works series, lifting the lid on the changing relationship brands have with their agencies.

“It’s very clear that brands today need a different approach and model from their agency partners. That theme has been developing over the last few years and it’s a topic that continues to resonate. Keith Weed from Unilever suggested recently that relationships with agencies must go beyond simple collaboration and many agencies are already working that way very successfully with their clients,” explained RAR managing director, Steve Antoniewicz.

“This second edition of Together Works will highlight new emerging models and approaches and look at the most innovative examples of how agencies are adding real value for brands.”

Brands and agencies from a broad spread of categories will feature in the book, with each chapter telling a different story about the most successful collaborations. Last year’s edition included insights from Domino's, Bacardi and Toyota with agencies such as iris Worldwide, JKR and iCrossing sharing their expertise.

The book - written by ex-Marketing Week features, trends and insights editor and now The Drum Columnist, Catherine Turner - will be published in September.

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