Agency of Record Evolution

Summary:  Agency relationships are core piece of the lifeblood that keeps brands at the forefront innovation and aligned with partners that can help them grow and succeed amidst a competitive landscape.  When Citrix Marketing Leadership decided it was time to centralize the Marketing Org’s disparate 20+ media and creative agency network into a centralized Agency of Record model, they turned to me to get the job done.  Taking on the challenge I co-led the global initiative aligning 12+ disciplines and managed a 6 month search to find a central agency to support Citrix’s WorldWide Corporate and Field Marketing teams and a cumulative spend of $40M.  Narrowing a pool of 20+ Agencies to 1 Agency Network, I continue to lead agency onboarding, management and optimization.

Role: Agency of Record Search Co-Lead and AOR Relationship Lead

Results:  1 Agency Network Encompassing 1 Central Creative and Strategy Agency and 1 Central Media & Analytics Agency