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Why the best marketing work starts with partnership, not procurement
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As AI streamlines workflows and budgets face greater scrutiny, one thing hasn’t changed: great creative work depends on strong human collaboration.
At ADWEEK House: Advertising HQ in New York, Weber Shandwick CEO Karen Pugliese joined ADWEEK’s Jenny Rooney and CMOs from Unilever Foods U.S., PurposeBuilt Brands and Supergoop! for a Marketing Vanguard roundtable. The panel asked how brands can build the right marketing team from a mix of in-house talent and agency partners.
Three takeaways for marketing leaders
- Bring partners in early. Agencies add the most value when they join a project during the formative stage of an idea, not after the brief is set. Early involvement also helps brand leaders shape the work from the start.
- Lead from within the work. Leaders who stay close to the work, invite divergent views and let debate happen openly help their teams move faster and make better creative decisions.
- Hire for adaptability and humanity. As AI takes on more tasks, marketers are prioritizing curiosity, agility and a willingness to experiment. They also value creativity, communication and cultural fluency.
Why it matters
Brands that treat agencies as true extensions of their teams can move faster, reduce friction and produce stronger work. That matters more as marketing and communications teams adapt to AI, shifting priorities and new expectations for speed and impact.
