In the universe of marketing and advertising, strategic partnerships are essential to boost results and promote innovation. An example of this dynamic is the relationship between advertising agencies and App Growth partners – like the company I represent, which goes beyond technological solutions to boost brand apps. This collaboration model should be based on co-creation, always focusing on the customer, in a balance where each party's autonomy 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 work? First of all, the commitment must be genuine and strategic, not just procedural. The role of agencies needs to go beyond mere mediation between brands and technology providers – the market demands integration and complete solutions.
Co-creation can occur from the moment of a competition – when structuring a proposal, through brands that are already clients of the agency and are in the process of creating apps, as well as those that already have apps but show potential to diversify their media plan further and scale results. In other words, the possibilities are endless, as long as the partnership is smooth and honest.
The idea is not to add another step to the hiring process for marketing and mobile media services, but rather to have an expert with a deep perspective and know-how of the mobile ecosystem to achieve the maximum growth potential of the app in question. In other words, it is one more "brain" 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 brand presence and connecting it with the right audience. For media plans to be effective, diversification and collaboration are key words, with a combination of strategies, technologies, formats, and active engagement to meet the expectations of the advertiser brand 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 with 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 above expectations and a loyal customer, who continued with us and the agency, and is still 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 executive from the sector brought me something along these lines, saying that after two and a half years of working with a certain product, the two teams (agency and client) were "stuck" and no longer moving from the same "plateau" of results in digital campaigns. In this case, the presence of an App Growth provider brought a breath of new possibilities that refreshed the relationship. Of course, it is essential that this process occurs in an integrated manner, without disruptions, ensuring that the agency continues to be a key piece 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. And this is especially important in a market where trends and consumer expectations change rapidly, as it not only drives results but also fosters a constant learning environment, allowing all involved to exchange knowledge and adapt to the fast-paced changes in the industry.
In the end, building strong and strategic relationships creates lasting value. Well-structured partnerships lead to innovation, differentiation, and sustainable growth. And then? Whether on the agency or advertiser side, it's time to start looking for the ideal partners to make this happen!
