Bruno GralpoisMember since June 2018
My career has been spent establishing Agency Management as a central global discipline for top 200 brands including Microsoft, Visa, Verizon, P&G, IBM, Mondelez and HP, among many others. I fully believe that the partnership between a brand and its agencies can be transformational for the business and I’ve proven this by steering business partnerships in excess of $1 billion. I co-founded Agency Mania Solutions in 2013 as a premier service/technology firm specializing in helping large brands manage partnerships and produce more efficient outcomes by managing the dynamics of the client/agency relationship. Coupled with my best-selling book, Agency Mania (now in its 2nd edition), advertisers see more creative, cost-effective and consistent agency performance. As former Head of Global Marketing Operations at Visa Inc. I was responsible for driving marketing excellence around the world. As Director of Global Agency Strategy at Microsoft, I developed a company-wide approach to driving business impact through successful partnerships and was awarded the Marketing Excellence Award from then-CEO Steve Ballmer. I’ve held leadership positions in pre- and post-IPO tech companies including AvenueA/Razorfish, Visio and Clearwire/Sprint. I currently serve as a faculty member of the Association of National Advertisers School of Marketing and am a former chair of the ANA Agency Committee. I am often quoted in the media and invited to speak at leading of industry forums on the value of increasing the impact of effective partnerships on a company's bottom line.
Articles by Bruno All articles by Bruno
- Accountability In Agency-Client Relationships Is A Two-Way Street in
If the relationship is going to work, mutual accountability needs to be acknowledged--not just how well the agency is performing but do they have a great client partner.
Comments by Bruno All comments by Bruno
- Why Advertisers Should Care About Agency Scope
(Media Insider on
Well said, Maarten. This is an issue close to our heart as we develop software specifically focused on this issue. This is one of the most common issues faced by advertiser and agencies, leading to poor performance and inefficiences when not tackled with rigor, process and a thouthful, collaborative approach. Keep up the great articles.
- Managing Through Crisis
Excellent guidance as always, Brian. Balancing short-term budget pressures with long-term growth opportunities will be uneasy at times. Agency partnerships will need to be protected in the meantime so work can resume quickly. It's clear that some CMOs will handle this better than others.