In the world of marketing and advertising, strategic partnerships are essential to drive results and foster innovation. An example of this dynamic is the relationship between advertising agencies and App Growth partners – such as the company I represent, which goes beyond technological solutions to boost brands’ apps. This collaboration model should be based on co-creation, always with a focus on the client, in a balance where the autonomy of each party does not compromise the common goals.
The central question is: how to structure this partnership so that co-creation is effective? How should this ideal ‘relationship’ be fostered and encouraged to make it work? Above all, the commitment must be genuine and strategic, not just procedural. The role of agencies needs to go beyond merely intermediating between brands and technology providers—the market demands integration and comprehensive solutions.
Co-creation can occur from the moment of a bid—when structuring a proposal—to brands that are already agency clients and are in the process of creating apps, as well as those that already have apps but have potential to diversify their media plan and scale results. In other words, the possibilities are endless, as long as the partnership is fluid and honest.
The idea is not to add another step to hiring marketing and mobile media services, but rather to rely on an expert with deep knowledge and know-how of the mobile ecosystem to unlock the maximum growth potential of the app in question. In other words, it’s an additional ‘mind’ that will make all the difference in creating more comprehensive, versatile, and impactful plans.
Within an App Growth Hub like Rocket Lab, the mission is to expand the reach and relevance of mobile apps, strengthening the brand’s presence and connecting it to the right audience. For media plans to be effective, diversification and collaboration are key, combining strategies, technologies, formats, and active engagement to meet the expectations of the advertiser and the end user.
The co-creation process can and should test new approaches and learn from the results, ensuring that all involved are committed to the objectives to be achieved and potential risks.
A relevant example was a digital campaign developed for a major retailer during the last Black Friday using our Apple Search Ads solution. The platform was relatively new in the Brazilian market, and it was the first time the brand would test it. The project was initiated by the agency and later involved integrated work between the client’s team, the agency, and our squad, with active support from all involved. The result? Performance exceeded expectations, and the client remained loyal, continuing to work with us and the agency while exploring other Rocket Lab solutions.
This innovation enabled by new partnerships prevents the relationship between brands/companies and their agencies from falling into stagnation. An industry executive shared something along these lines, saying that after two and a half years of working with a particular product, the two teams (agency and client) were ‘stuck’ and no longer moving beyond the same ‘plateau’ of results in digital campaigns. In this case, the presence of an App Growth provider brought a breath of fresh possibilities that revitalized the relationship. Of course, it’s essential that this process happens in an integrated manner, without disruptions, ensuring the agency remains a key player in the strategic equation.
In an increasingly competitive market, where brands demand innovation and continuous growth, co-creation is not just an advantage but a necessity. This is especially important in a market where trends and consumer expectations change rapidly, as, beyond driving results, it fosters an environment of constant learning, allowing all parties to exchange knowledge and adapt to the industry’s rapid changes.
In the end, building strong, strategic relationships creates lasting value. Well-structured partnerships result in innovation, differentiation, and sustainable growth. So, whether you’re on the agency or advertiser side, it’s time to start seeking the ideal partners to make this happen!
