Those that have crossed the agency-brand divide – in either direction – say agencies can be a little narrow in their understanding of marketing’s full business remit but more often than not, agency experience delivers sharper and faster results. Kia marketing boss Dean Norbiato was “getting stale” before taking a pay-cut to head agency-side. But it brought fresh perspective to move the needle when going back brand-side with the carmaker. Tourism Australia CMO Susan Coghill started out handing agency briefs to Steve Jobs, and preparing to duck flying smoothies. She prefers to hire agency people for their dynamism and creative thinking. Nestle’s Anneliese Douglass thinks agencies tend to be braver than corporates, but taking ownership of P&L is a heavy responsibility. CMC Markets APAC marketing boss Liam Loan-Lack, a former lawyer, thinks the marketing world should follow legal precedent and drop the brand-agency division altogether. His advice to agency execs mulling the switch? Accept that the best and boldest ideas are often trumped by those easiest to sell internally – and forget about having more control. “It’s not easier, and if anything there is less control.”

Those that have crossed the agency-brand divide – in either direction – say agencies can be a little narrow in their understanding of marketing’s full business remit but more often than not, agency experience delivers sharper and faster results. Kia marketing boss Dean Norbiato was “getting stale” before taking a pay-cut to head agency-side. But it brought fresh perspective to move the needle when going back brand-side with the carmaker. Tourism Australia CMO Susan Coghill started out handing agency briefs to Steve Jobs, and preparing to duck flying smoothies. She prefers to hire agency people for their dynamism and creative thinking. Nestle’s Anneliese Douglass thinks agencies tend to be braver than corporates, but taking ownership of P&amp;L is a heavy responsibility. CMC Markets APAC marketing boss Liam Loan-Lack, a former lawyer, thinks the marketing world should follow legal precedent and drop the brand-agency division altogether. His advice to agency execs mulling the switch? Accept that the best and boldest ideas are often trumped by those easiest to sell internally – and forget about having more control. “It’s not easier, and if anything there is less control.”

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

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