Digital, traditional agencies should work together: Ad:tech keynote

Share this content:

As the lines between digital and traditional shops continue to blur, agencies should focus on their strengths and collaborate with complementary firms, Kristi VandenBosch, CEO of Publicis & Hal Riney, told attendees of the Ad:tech San Francisco conference on April 21.

Delivering the day's keynote address, VandenBosch urged agency executives to get over their egos and learn to collaborate with other agencies, technology companies and clients.

“It doesn't make you a smaller agency, it makes you better,” she said. “Leadership is the ability not to lead. Instead surround yourself with agencies that can do things you can't and work together.”

Executives from a number of traditional direct marketing service providers told DMNews earlier this month that they're hired, or are looking to hire, creative talent.

VandenBosch also encouraged agencies to seek peers' help to improve their own work.

“You are not creating campaigns to prove that you get digital,” she said. “It should be about creating good work and tapping different resources depending on what works best for the campaign.”

VandenBosch also encouraged agencies to listen to consumers and change their programs based on consumers' responses.

“The next best thing to having good ideas is recognizing good ideas from users,” she told the conference's attendees. “Sometimes the latter is better.”

Publicis & Hal Riney named VandenBosch its CEO in May 2009. She told DMNews the next month that one of her goals was “reclaiming the Riney legacy, which was a company that always knew how to get to the soul of a brand and tell its story in a really compelling way.”

close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above