Campaign: The delicious risk of a new-economy brand

Mike Cooper, Head of Social and Content at MullenLowe Group UK talks to Campaign on the delicious risk of working with new-economy brands saying;

Agencies should “carefully consider the risks involved in working with start-ups and be wary of giving too much credit”.

Typically, he says, an agency should approach this by insisting that any third-party pass-through costs are paid upfront, and fees are paid on relatively short terms (typically 30 days).

The predicted economic gloom of 2023 means all marketing directors will likely be challenged on spend this year, which, Cooper says, means “aligning with the overall goals of the business so it’s clear to everyone what success looks like” will be even more important for agencies.