Stacey Jaffe
, SVP Ketchum Analytics, hosted the first Guided Growth mentorship panel for the
AMEC Measurement and Evaluation
North American chapter. The panel focused on “understanding the other side” bringing together in-house and agency communications analytics professionals to provide insight on how to best work with one another. Panelists included Jonathan Adams (Fidelity), Courtney Poertner (McDonald’s), Jane Quigley (Viral Moment) and Brittany Paxman (Point 600).
Our team's top 5 learnings from the webinar include:
- The Value of an External Perspective: Agencies can provide a fresh, unbiased perspective that in-house teams may lack due to internal familiarity and structure of the business. Agencies can serve as coaches, pushing clients out of their comfort zones and challenging them to think differently.
- From Vendor to Vital Partner: A strong partnership between agencies and in-house professionals grows over time, fostering trust, open communication, and mutual respect. Agencies should be seen as an extension of the team, bringing unique value beyond just staff augmentation.
- Understanding In-House Challenges: In-house teams often juggle multiple priorities and navigate political dynamics, which may not always be transparent to agencies. Clients appreciate agencies that ask the right questions, understand their pressures, and offer insights that align with internal challenges.
- Great Clients Foster Stronger Collaboration: The most effective client-agency relationships are built on honesty, trust, and a willingness to share information. Transparency, collaboration across agencies, and making partners feel valued lead to better outcomes and motivation.
- Don’t just be the “Data Person”: Position yourself as a problem solver and an analytical thinker to ensure career growth. Prioritizing project management and client relationship building skills can help you progress in your career and become a trusted advisor to your clients.
Be on the lookout for more Guided Growth mentorship webinars coming from the AMEC North America chapter!
