Executives from both companies share perspectives on taking the agency-brand relationship to a higher level.
But something else happened: The companies developed a collaborative method that transcends the typical brand-agency relationship. Here, Vic Drabicky, chief executive officer and founder of January Digital, and Felipe Araujo, Cariuma’s chief digital officer, discuss their partnership, the cultural synergies that make it succeed, and strategies to consider in a market saturated with messages and social channels.
We should give them all information that we have, welcome them in, show them how we measure success and align our goals together — versus just telling them, “This is the goal. Get there.” WWD: Can you go deeper into the idea of creating a new standard for the collaboration between agency and brand? How do you measure success the same way?It goes back to what we said earlier. It’s not like the agency tells the brand to test a campaign and then say, “well, let’s see if they’re right.” It is Cariuma and January Digital both pushing and pulling on this before moving forward to test it. And we are going to collectively win together and lose together.
While you want to circle the user, you want to circle the user in a thoughtful way. You have to have an understanding of what each platform’s strengths and weaknesses are, and what role each platform plays in the customer journey. And what we should really think about is the creative that we want to show in that part of the journey.
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