1086: Elevate Client-Agency Partnerships, Benchmark Brands and Lessons in Purpose-Driven Marketing from Veteran CEO of Laughlin Constable Anthony Romano
Are you struggling to keep up with the constantly changing marketing landscape? Do you feel like your brand is becoming irrelevant as consumer needs evolve more rapidly than ever before? In today's world, where purpose and emotional connection lead people, you must stop, think, and evaluate whether your brand is truly making an impact on a personal level. Only the brands that can connect with their customers will dominate their respective industries.
Anthony Romano is the CEO of the Midwest advertising agency, Laughlin Constable, which partners with clients like Northwestern Medicine, True Value, Masterlock, Vienna Beef, ASPCA, and more. Today, Anthony shares his current focus and passion, which includes discussing personal experience brands (PSBs) and the importance of making marketing personal to connect with consumers on a deep level. He also talks about the "Seven Commandments" for building and leveraging great client-agency relationships, as well as his thoughts on the future of AI in marketing.
Quotes
“If you're not making it personal, you're making yourself obsolete.” – Anthony Romano
“Leaning into innovation and bravery definitely pays off in significant ways.” – Anthony Romano
“Never be afraid to fall down. Consider the people you've worked with over your career. Those who are fearless, or appear fearless, and approach their job fearlessly are the ones who always get the most out of their job and impress me the most. So, fail hard.”– Anthony Romano
Takeaways
02:31 Brands that create deep personal connections with consumers through emotional, intuitive, and anticipatory experiences are more successful and relevant in the long-term.
04:32 Developing a clear brand purpose, being human-centered, culturally connected, and dynamically adapting are critical factors for building a strong "personal experience brand."
19:42 Successful client-agency relationships require versatile marketing teams on the client side, blurred lines between client and agency roles, reciprocal adaptability, transparency, and a shared sense of accountability.
29:46 AI is currently being used by agencies as an enabler to enhance and accelerate their work, rather than replace human roles, though this may change over time.
38:41 Embracing failure and being brave in marketing efforts, even during economic fluctuations, is key advice for achieving success.
Resources
Podcast: Play in new window | Download (Duration: 40:48 — 56.2MB) | Embed
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