BOND – The Art of Influence. A new integrated agency model: Creativity, Media and Tech.

How does a traditional client-agency relationship evolve into a partnership with genuine business impact?

Using the collaboration between Bayer and Initiative as an example, we demonstrate how shared business objectives and KPIs, the close interlinking and integration of creative, media and data, and a shared, self-learning AI system are transforming collaboration in marketing.

And what changes when the client and agency no longer optimise their own KPIs, but are jointly responsible for the same business success? The focus is on the prerequisites for a successful transformation and the question of why mutual trust is becoming more important than a pitch presentation.