The 614 Group Marketer Advisory Board Announced Its Initial Work Product Regarding Brand And Agency Alignment

The manifesto highlights best practices for brand and agency alignment

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Nov 08, 2018, 09:00 ET

NEW YORK, Nov. 8, 2018 /PRNewswire/ -- The 614 Group, a leading digital media infrastructure consultancy, today published a manifesto entitled Brands and Agencies - The Fine Line Between Love and Hate, highlighting the current realities of alignment between brands and their agencies, as well as recommendations on best-practices for fostering strong and productive relationships between parties. The report leverages expertise from an elite group of marketing executives including Nelson Catarino, Natan Cohen, Michael Constantine, Jackson Jeyanayagam, John Militello, Sean Miller, Joe Papa, Anna Papadopoulos, Rafael Sulit, and Ori Carmel.

Released at this year's Consumer & Brand Digital Safety Summit, hosted by The 614 Group, the manifesto features five main points where the board found consensus on how potential alignment can be achieved between brands and agencies. The goal of the paper is to serve as a starting point for a larger conversation that can help the online advertising industry move forward.

The manifesto follows the ongoing push for greater transparency between advertisers and agencies, an industry focus over the last two years.

Speaking at the firm's annual Tri-Board dinner, Natan Cohen, Corporate Vice President, Agent Marketing Programs for New York Life Insurance Company said, "I really appreciated the focus the board had on tackling the issue holistically. These are actionable recommendations to solve both the process-oriented (left-brain) challenges as well as the behavioral (right brain) ones."

Rob Rasko, CEO & Founder of The 614 Group said, "Long-term partnerships and business relationships are the north star that all services organizations need to be pointing at. Our board noted that marketers believe that long-term relationships are critical as well. The disconnect seems to be around how to get there, and it's exciting to be a partner in helping to shape this conversation to create more common ground."

The Marketer Advisory Board is the only entity comprised of marketers working together to tackle emerging and crucial topics that range from brand safety to blockchain. The goal of the board is to guide publishers and platforms to understand and support the role of brands in digital advertising. The board is currently comprised of 10 senior-level executives from leading brand advertisers.

The 614 Group is a results-driven digital advertising infrastructure consultancy, providing strategic and tactical services to our media clients. Our unparalleled experience, network and talent generate the ideal blend of visionary and executional support services which are completely customized to each individual client's capabilities and goals.

Through our original content, live events and research we empower our core publisher market, as well as the industry-at-large with cutting edge education and resources. With over 30 consultants across three top global markets, we seamlessly manage both strategic and operational elements of an engagement. Our philosophy of building long-term partnerships with our clients drives us to evolve our offerings in tandem with a constantly innovating marketplace, ensuring client growth within the digital advertising ecosystem and beyond.

Contact
Amanda Forgione
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SOURCE The 614 Group