Does Your Company Need an Agency-Relations Director?
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Deb Giampoli describes her job as everything from marriage counselor to adviser to “agency slut.”
As director-global strategic agency relations for Mondelez International, she sits between procurement, agencies and the chief marketing officer, and exists — in Ms. Giamboli’s words — “to curate the universe of agency possibilities.” Agency relations isn’t an entirely new role client-side, but the rules of the game have changed dramatically.
“In some ways, it’s kind of back to the future,” said David Beals, president of search consultancy R3:JLB, noting that 20 or 30 years ago, the role was more common and the title was often ad director. That person oversaw agency relationships, staffing quality at the agencies, fee negotiation and production of the work. “The role is back, in having someone who can help with the agencies in terms of dialogue and performance,” he said. “It’s an internal third-party consultant.” The position largely disappeared after the dot-com crash, and procurement would sometimes take on this task.
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