Bruno Gralpois on Evolving Agency Partnerships and Unlocking ROI

1. How are you leveraging insights from industry events like the Marketing Procurement iQ Conference to inform your agency management practices?

Our industry is in a transformative learning phase an era defined by partnership capital. We’re no longer operating in silos; strength now lies in how deeply we collaborate. That means forging tighter bonds not just between brands and agencies, but also between marketers and procurement teams. The energy is palpable at every industry event, where real-world practitioners take the stage to share bold ideas and hard-won lessons. Their insights are the compass points guiding us forward. Because in this business, if you’re not learning, you’re not evolving—and if you’re not evolving, you’re falling behind. Collaboration is the new currency. Growth is the reward for those willing to invest.

2. In what ways are you redefining success metrics in agency partnerships beyond cost and delivery timelines? 

Delivering work on time and on budget is table stakes a tactical necessity, not the finish line. It’s merely the tip of the iceberg when it comes to measuring true success in client/agency partnerships. Today’s brands demand more. They look to agencies not just for execution, but for strategic firepower, bold ideas that cut through the noise, and breakthrough innovation that transforms how they engage their audiences.

With such a broad spectrum of agency contributions, the definition of performance is expanding—and so is the list of KPIs. From effectiveness and efficiency to creativity and collaboration, we must measure what we truly treasure. Because in modern partnerships, value isn't just delivered—it's demonstrated.

3. What innovations have you implemented that enable your brand to lead rather than follow in agency collaboration? 

In today’s fast-paced economic landscape, innovation isn’t optional it’s a mindset, a method, and a mandate. Brands and agencies alike are in constant pursuit of smarter, faster, and more impactful ways to operate. Whether it’s harnessing technology to streamline workflows, reimagining processes to unlock efficiency, or driving productivity through more structured and collaborative team dynamics—innovation is the fuel that powers progress. As a leading software platform provider, we don’t just follow innovation—we build it. Our solutions are designed to elevate partnerships by enhancing collaboration, sharpening communication, and simplifying reporting. Now, we’re going a step further—embedding AI to supercharge these tools for marketing, procurement, leadership, and agency teams alike. Because true innovation doesn’t just improve how we work it transforms what’s possible.

4. How are you balancing central oversight with regional autonomy in managing diverse agency ecosystems across geographies? 

Today’s brand advertisers navigate extraordinary complexity spanning multiple business units, brands, regions, and audiences. Some operate with a centralized command, others empower local markets with greater autonomy. This intricate landscape demands an equally sophisticated agency model one that flexes, adapts, and scales with precision. To succeed, the agency ecosystem must be carefully calibrated to reflect these diverse realities. Often, brand strategy is centralized for alignment, while execution is decentralized to honor regional nuance. In this model, a lead agency may serve as the strategic anchor coordinating across markets and agency partners to ensure a unified brand voice, wherever the message lands. Because in a world of complexity, clarity—and the right collaboration model is everything.

5. With the growth of agency relationships in Europe and other international markets, how are you tailoring your agency strategies regionally while maintaining global consistency? 

Every advertiser must architect an operating agency model that aligns global vision with regional realities and local ambition. It’s a delicate balance—where the global team sets strategic direction, while regions are empowered to adapt and execute within tailored guardrails. The degree of flexibility varies by market and mandate, but the goal remains the same: relevance without sacrificing consistency. In response, agencies must flex with purpose adapting their approach, structure, and team composition to mirror the client’s organization. By doing so, they ensure alignment, responsiveness, and impact at every level. Because true partnership isn’t one-size-fits-all it’s custom-built to serve global goals and local genius.

6. How is your organization ensuring continuous improvement in agency relationships to drive long-term marketing ROI?

Feedback is the heartbeat of every high-performing relationship. It fuels growth, fosters trust, and drives continuous improvement. The most effective partnerships embrace it—not just at the finish line, but throughout the journey. That’s why most leading brands conduct year-end client/agency performance reviews, with many adding mid-year check-ins to ensure alignment and avoid surprises. These touchpoints open the door for honest reflection on what’s working, what’s not, and how the partnership can evolve. But feedback doesn’t stop there. Quarterly business reviews offer a regular pulse check on performance, while post-mortem meetings provide space for candid conversations and lessons learned. Because when feedback flows, relationships grow—and great work follows.