Client-Agency Partnership of the Future


Márton Csobaji

3 min read

December 15, 2022

How performance agencies and clients should work together to meet the challenges of a new digital era.

I had the pleasure to participate in Google’s CEE Agency Summit in Athens and some of the presentations gave me real food for thought. So I’ve put together a special subjective summary about the topic that I found the most interesting: the inevitable transformation of digital marketing agencies to be able to help their clients.

At the Google CEE Agency Summit in Athens

Digital Resilience, Cookieless World, Automation, Consultant Mindset

These buzzwords must be familiar to many who work in digital marketing. Nothing is constant but change – a cliché that sounds so trivial and yet again it’s so valid. COVID taught us (among other things) that brands must be resilient to change and adapt quickly to be successful in this new era. And not just brands – it’s true on the country level as well. A fresh report by McKinsey about the CEE region shows that countries with a higher level of digitalization on average experienced a less severe economic slowdown during the first waves of the pandemic. Digital Commerce became THE growth engine during the COVID-pandemic and by 2022 Ecommerce surpassed 20% share of the Total Retail Sales Worldwide and will continue to grow heavily. And higher shares mean higher stakes to fall behind.

Preparing for a cookieless world

Not only means that Companies are GDPR compliant (or CCPA/PIPEDA Overseas) but it also means that marketers (both clients and agencies) need wider capabilities: beyond media, analytical, and measurement skills, they need to develop creative skills as well because they can’t target as precisely as they used to. They relied heavily on 3P data for personalization and targeting but the ecosystem is changing. The future-proof targeting should focus on consented 1P data. So it’s crucial for brands to build and use their 1P data. Yet, most companies are using only a fraction of the data in their possession. Strict legacy systems, siloed databases, and the lack of automation are common obstacles plus there is no understanding of the added value of these and how they can improve results. Agencies should help their Clients to build new marketing operations around 1P data. Because we can actually do more with the available data by harnessing AI & ML capabilities and building predicted insights and audiences based on 1P data.

Automation is also changing the way we work

Machines are getting better and AI has more potential than ever before, starting from AI-generated image creation from a description in natural language to AI-based copywriting. In such a tech-driven marketing environment gaining technical skills is a must. Next to Media Buying & Advertising, Data & Tech should be another key competency for the Agencies of the Future. Of course, this requires a transformation towards an agile and learning organization. Not to mention the other benefit: outsourcing some of the leg work to automation can help them to focus on what matters the most: to see the bigger picture.

Talking about the bigger picture

A recent study conducted by Forrester Consulting on behalf of Google showed that 87% of Clients are seeking a strategic partner when working with an agency. A fresh UK study based on 600 client interviews received similar results: over 2/3rd of clients would like their agency to step back more from the day-to-day work and see a bigger picture to help them achieve their business goals. Because clients are increasingly seeking unified best-in-class teams with a combination of strategy, design, and technology under one roof.

So what do Agencies need to do to be successful in this new digital era?

  • Redefine the relationship with their clients not just fulfilling their identified service requests but aiming to discover their unconsidered needs to improve their business results.
  • In doing so, they need to strengthen their Consultancy Capabilities to become not just Creative Problem Solvers but Strategic Partners too. Pick a versatile and accessible tool.
  • And ultimately expand the Core Business and foster Data & Tech competencies in an era of Privacy and Automation to help Clients in both Consulting and Implementation.

And what can Clients do to be successful in this new digital era?

  • Clients should involve their agencies more and more in the business planning phase and consider their Digital Marketing Agency as a trusted strategic partner.
  • Clients need to have clear Business Objectives that can be translated into Marketing Goals that will help them and their Agencies to define the right Media Mix and Campaign Objectives.
  • Customer Data should be seen as Strategic, the new focus therefore should be on building 1P data to monetize the customer insights in their marketing activities.

On a final note – One takeaway from the Google Agency Summit is this: if we are not afraid to redefine the client-agency relationship this will empower both parties and will ultimately lead to measurable results.

The author(s)

Márton Csobaji

PPC Team Lead

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Kosárlabda szabályok

A kosárlabda csapatok 5 fős felállásban játszanak. A nevezett csapatokat csoportokba osztjuk, a sorsolást a tornát megelőző héten minden csapat részére kiküldjük. A mérkőzéseket hivatalos játékvezető vezeti. A mérkőzések egy pályán zajlanak. A csoportok első két helyezettje az egyenes kieséses szakaszba kvalifikálja magát. Az egyenes kiesés szakaszban a csoportmérkőzések során első helyezett csapatok a másik csoport második helyezettjével játszanak, ezt követően a vesztesek a harmadik helyért mérkőznek meg egymással, majd a győztesek vívják a döntőt.

Röplabda szabályok

Csapatlétszám: 6 fő max. 2 cserejátékossal
A játék időtartama:
  • A mérkőzés egy csapat által nyert egy játszmáig tart. 
  • A játszmát az a csapat nyeri, amelyik előbb ér el 25 pontot legalább 2 pont előnnyel. 24-24-es egyenlőség esetén a játszma addig folytatódik, amíg valamelyik csapat el nem éri a két pont különbséget. 
  • Mérkőzésidő max. 20 perc, ha ezen belül a fentiek alapján nem dől el a meccs, a 20 perc mérkőzésidő leteltével előnyben levő csapat nyeri a mérkőzést.
A csapat létszáma a pályán nem csökkenhet 6 fő alá. Azt a csapatot, amelyik nem tud az összetételi előírásnak megfelelő 6 főt a pályára állítani, a játékvezető “hiányos”-nak nyilvánítja.

Labdarúgás szabályok

Csapatlétszám: 5+1 fő.

Játékidő: 2×10 perc (szünet nélkül térfélcserével)

A mérkőzéseket 3×2 méteres kapukra játsszuk.

  • A mérkőzéseket a kispályás labdarúgás szabályai szerint bonyolítjuk le.
  • A mérkőzéseken csak hernyótalpas, terem- vagy edzőcipőben lehet szerepelni, fém, vagy gumi stoplis cipő használata szigorúan tilos! 
  • Ha bármelyik csapat létszáma a kiállítások, sérülések következtében 3+1 fő alá csökken, a mérkőzést be kell szüntetni. 

Introducing Nokia to website performance measurement through page speed measurement

Business background

Page speed has become an important factor for website owners and SEOs since Google began focusing more and more on user experience factors. If companies don’t adapt to this new mindset, they will lose their organic power.

Nokia has experienced an extensive page load time on most of its pages, but lacked proper measurable information about the performance of the website. It is challenging to adapt site-wise technical modifications without understanding what is really behind the curtain.

Our solution

Mito introduced a multifactor, multi locational-targeting page speed measurement and reporting system across different devices.

Our focus was to develop a measurement system from scratch that is able to report on different page speed KPIs so we can better understand what additional analyses are needed to increase the pages’ performance. We did not only focus on a page level measurement, but also grouped pages to page types that assists us in making more educated assumptions.

We paid attention to location modularity in order to extend the number of analysed locations to additional countries by adding new Virtual Machines to our framework.

We are able to measure different KPIs on both mobile and desktop so we can see how the site performance is realized across devices.

Our measurement system and dashboard provided us insights on what type of elements of the different page types might cause low speed performance and it helped us to further analyse the loading curve, just as the opportunities in Google PageSpeed Insights recommendations for the different page types.


We set up the measurement system and the dashboard that reports on website performance and opportunities.

Through properly tracking the page speed improvements, Nokia becomes a more powerful organic participant in the telco market in Google search, while they provide a better user experience for their visitors.

End to end measurement solution for Nokia

Nokia is an innovative global leader in 5G, networks and phones.

An international business of this size requires a comprehensive measurement strategy including responsible data collection, consistent management of tags and measurement codes, personalized website tracking and purposeful conversion rate optimization (CRO).

We kicked off Analytics projects from January, 2020, beginning with extensive Google Tag Manager and Google Analytics audits. Besides inspecting the different system settings, we also optimized the measurement and pixel implementation processes within Nokia in order to increase efficiency and reduce implementation periods.

After the key adjustments and process harmonization, we have moved forward and started to work on the website and landing pages’ efficiency, including several conversion rate optimization tasks such as heatmap analysis and A/B testing.


Nokia is receiving continuous support from our analytics team to ensure the client’s measurement and data is reliable. Due to streamlined processes, implementation periods are shorter and we eliminated unnecessary website tracking codes which cause longer loading times.

Nokia Allwhere - Private Wireless - Global digital media campaign planning & execution

Building brand awareness and creating demand for Nokia Private Industrial Wireless in new vertical markets

Nokia launched a digital campaign to educate the market that their industrial-focused LTE solutions are the key in accelerating the ultimate benefits of digital transformation and realization of the fourth industrial revolution.

The goal: to build brand awareness and create demand for Nokia private Industrial Wireless solutions in new vertical markets, especially infrastructure or asset-heavy industries where digitization has been mostly restricted to point solutions without general network connectivity.

Our approach

We’ve developed a multi-touch global digital media campaign, which covered the entire user journey of business leaders, from education to making a business decision.

Our main goal was to make Nokia visible on a large scale through automated solutions and smart targeting to reach people when they are reading, talking, learning about or searching for private wireless networks.

To archive this, we’ve utilized the combination of digital media platforms, including industry specific content sponsorships, social media ads, paid search, programmatic hyperlocal and Digital out-of-home ads in front of target company HQs. We’ve made sure that when our key audience is browsing the web, using social media on their phones or just walking outside of their offices, they see a relevant Nokia ad.


The campaign has reached over 80 000 business decision makers and influencers in 3500 target companies, across 5 industry verticals globally.

Private wireless solution specific brand search volume increased by 70% during the campaign period (YoY). In Q2 and Q3 2020, Nokia Enterprise had a double digit year-on-year growth in net sales and new customers.

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Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!


Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!


Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!


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