In the universe of marketing and advertising, strategic partnerships are essential for driving results and promoting innovation. An example of this dynamic is the relationship between advertising agencies and App Growth partners – like the company I represent, that goes beyond technological solutions to boost brand apps. This model of collaboration should be based on co-creation, always focused on the customer, in a balance where the autonomy of each party does not compromise the common objectives.
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, it is necessary for the commitment to be genuine and strategic, and not just procedural. The role of agencies needs to go beyond mere intermediation between brands and technology providers – the market demands integration and complete solutions.
Cocreation can occur from the moment of a competition – when structuring a proposal, passing by 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 further diversify their media plan and scale results. That is to say, the possibilities are endless, as long as the partnership is fluid and honest.
The idea is not to add another step to the hiring of marketing and mobile media services, but rather rely on an expert, with a deep perspective and know-how of the mobile ecosystem, to reach the maximum growth potential of the app in question. That is to say, it's another "head" that will make all the difference in creating more comprehensive plans, versatile and impactful.
In the context of an App Growth Hub like Rocket Lab, the mission is to expand the reach and relevance of mobile applications, strengthening the brand presence and connecting it to 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 advertising brand and the end user.
The process of co-creating can and should test new approaches and learn from the results, ensuring that all parties involved are committed to the objectives to be achieved and potential risks.
A relevant example was a digital campaign developed for a large 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, subsequently, involved integrated work between the client's team, the agency and our squad, with the active support of all those involved. The result? Performance above expectations and loyal customer, so that it continued with us and with the agency, and continues exploring other solutions from Rocket Lab.
Essa inovação viabilizada por novas parcerias evita que a relação entre marcas/empresas e suas agências caia no marasmo. An executive from the sector brought me something in this regard, saying that after two and a half years of working with a certain product the two teams (agency and client) were "stuck" and were no longer moving beyond the same "plateau" of results in digital campaigns. In this case, the presence of an App Growth supplier brought a breath of new possibilities that refreshed the relationship. Of course it is essential that this process happens in an integrated manner, without breaks, ensuring that 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 one more need. And this is especially important in a market where trends and consumer expectations change rapidly, because in addition to driving results, she fosters a constant learning environment, allowing all parties involved to exchange knowledge and adapt to the rapid changes in the sector.
In the end, the construction of solid and strategic relationships generates lasting value. Well-structured partnerships result in innovation, differentiation and sustainable growth. Hello? Being on the side of agencies or advertisers, it's time to start looking for the ideal partners to make this happen!
