Welcome!

News Feed Item

Sparks Grove Cited in New Report on Marketer/Agency Relationships

Chief Creative Officer Minsoo Pak says CMOs need to prepare for rapid change

ATLANTA, Jan. 21, 2014 /PRNewswire/ -- A new report released today by Forrester Research, Inc. titled "Agency Partnerships Speed the Innovation Journey" features strategic and creative firm Sparks Grove.  The report addresses how "smart marketers maximize agency relationships to create breakthrough customer experiences and business growth," in a time of evolving customer behavior. The full report can be found here.

According to the report, "companies look for innovative marketing approaches when they feel — or know from the numbers — that they are falling behind." To speed the innovation process, many companies engage with outside agencies; and, when successful, an agency and marketer partnership can lead to transformative marketing innovations. The report states that "innovation is not built on short-term execution and immediate sales results. Agencies and marketers have both stated that a new model of trust and openness is required." The report notes that marketers must:

  • Carve out dedicated budget to focus effort
  • Assign decision makers and hold them accountable
  • Keep agencies informed as part of the team
  • Prepare for radical change

Minsoo Pak, Chief Creative Officer at Sparks Grove, a division of global consultancy North Highland, cited in the study, states that "marketers need to understand that byproducts of innovation can be scary." He goes on to note that "marketers must have management buy-in for radical change resulting from the new innovations." If organizations are not truly ready for change, the relationship with an innovation agency will hit a wall of inertia from the marketing organization.

For agencies, the report states that they "must invest in innovation resources to prove their forward-thinking chops," and offers a few examples of areas where agencies have invested with impact, including the promotion of prolific partnering to accelerate innovations and co-investing with clients for faster pilot launches. The report also mentions the use of "a multidisciplinary organization model to scale innovations faster." It notes that organizations that use this model "can move rapidly from ideation and creation phases to full-blown launch and operational phases with in-house business process, systems integration, and back-office engineering talent."

"At Sparks Grove, we were created to bring the value and benefit of this flexibility to our clients," said Pak. "Our unique business model, which blends powerful creative thinking with core strategic consulting, allows us to deliver leading edge solutions that push innovation further and much more quickly for our clients."

To access the full study, please click here.

About Sparks Grove
Sparks Grove is a strategy and creative firm that provides marketing, communication, digital and design services. Our uncommon union of strategy and creative solves complex business problems for many of the world's leading brands.  A division of global consulting firm, North Highland, Sparks Grove delivers clients fresh ideas that invigorate their brands and resolve pressing business challenges.

For more information, please visit our website at sparksgrove.com or follow us on Twitter @sparksgrove or facebook.com/sparksgrove.

About North Highland
North Highland is a global consulting firm with a proven record of enabling great returns on our clients' investment. Our high-caliber consultants offer deep experience and expertise across many diverse industries and service areas.

We specialize in solving tough business challenges, being easy to work with, and nurturing long-standing relationships with the most recognizable brands in the world. Ask any of our clients, and they'll tell you. For more information, visit www.northhighland.com and follow us at @NHighlandGlobal.

North Highland is a proud member of the Cordence Worldwide global management consulting partnership. Learn more at http://cordenceworldwide.com/

Media Contact: RebeccaLynn Schroeder
Phone: 404.460.1495
E-mail: [email protected]

SOURCE Sparks Grove

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Most DevOps journeys involve several phases of maturity. Research shows that the inflection point where organizations begin to see maximum value is when they implement tight integration deploying their code to their infrastructure. Success at this level is the last barrier to at-will deployment. Storage, for instance, is more capable than where we read and write data. In his session at @DevOpsSummit at 20th Cloud Expo, Josh Atwell, a Developer Advocate for NetApp, will discuss the role and value...
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assis...
The 21st International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo Silicon Valley Call for Papers is now open.
Interested in leveling up on your Cloud Foundry skills? Join IBM for Cloud Foundry Days on June 7 at Cloud Expo New York at the Javits Center in New York City. Cloud Foundry Days is a free half day educational conference and networking event. Come find out why Cloud Foundry is the industry's fastest-growing and most adopted cloud application platform.
For financial firms, the cloud is going to increasingly become a crucial part of dealing with customers over the next five years and beyond, particularly with the growing use and acceptance of virtual currencies. There are new data storage paradigms on the horizon that will deliver secure solutions for storing and moving sensitive financial data around the world without touching terrestrial networks. In his session at 20th Cloud Expo, Cliff Beek, President of Cloud Constellation Corporation, w...
As enterprise cloud becomes the norm, businesses and government programs must address compounded regulatory compliance related to data privacy and information protection. The most recent, Controlled Unclassified Information and the EU’s GDPR have board level implications and companies still struggle with demonstrating due diligence. Developers and DevOps leaders, as part of the pre-planning process and the associated supply chain, could benefit from updating their code libraries and design by in...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
Regardless of what business you’re in, it’s increasingly a software-driven business. Consumers’ rising expectations for connected digital and physical experiences are driving what some are calling the "Customer Experience Challenge.” In his session at @DevOpsSummit at 20th Cloud Expo, Marco Morales, Director of Global Solutions at CollabNet, will discuss how organizations are increasingly adopting a discipline of Value Stream Mapping to ensure that the software they are producing is poised to o...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
In order to meet the rapidly changing demands of today’s customers, companies are continually forced to redefine their business strategies in order to meet these needs, stay relevant and continue to see profitable growth. IoT deployment and development is integral in this transformation, and today businesses are increasingly seeing the value of investing their resources into IoT deployments. These technologies are able increase ROI through projects such as connecting supply chains or enabling sm...
Cloud applications are seeing a deluge of requests to support the exploding advanced analytics market. “Open analytics” is the emerging strategy to deliver that data through an open data access layer, in the cloud, to be directly consumed by external analytics tools and popular programming languages. An increasing number of data engineers and data scientists use a variety of platforms and advanced analytics languages such as SAS, R, Python and Java, as well as frameworks such as Hadoop and Spark...
IBM helps FinTechs and financial services companies build and monetize cognitive-enabled financial services apps quickly and at scale. Hosted on IBM Bluemix, IBM’s platform builds in customer insights, regulatory compliance analytics and security to help reduce development time and testing. In his session at 20th Cloud Expo, Tom Eck, Industry Platforms CTO at IBM Cloud, will discuss how these tools simplify the time-consuming tasks of selection, mapping and data integration, allowing developers ...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.