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IN Connected Marketing establishes its central focus on connectivity with cross-functional teams aligned to a client that provide equal emphasis on account, strategy, analytics, media, customer excellence and creative, Bernstein says. “And then there is the connectivity within our larger enterprise,” she says. “We flexibly cross-pollinate account teams with our sister agencies based on client needs, scaling up or down as they need.”
During the past few years, IN Connected Marketing has transformed itself with new branding, vision and mission, Bernstein says. “It’s enabled us to truly fuse shopper and e-commerce, bridge into pure play, add a whole new consultative function around commercial optimization, [and] a dedicated analytics function,” she says.
Now and in the future, Bernstein expects attracting and retaining talent to be the top challenge for her agency and others in the field. “We are a people business, at the end of the day, and we are eager to welcome more people into the agency [who] have a true understanding of where commerce is headed, an appreciation of how borderless it is, and want to be on a journey to transform it,” she says.
Clients should evaluate their agencies using tangible fundamentals like measurable impact, use of data and insights, creative that’s both striking and on-brand, and stellar account service, Bernstein says. “I think the best performance is stoked by an agency that is forward thinking, anticipates where you need to go next and dreams with you,” she says.
Clients of IN Connected Marketing need help harnessing, making sense of and applying data, Bernstein says. “But fundamentally, our clients are all asking how we can help them commercially optimize their business – run it more efficiently [and] more profitably alongside game-changing activation. And there is always the pressure of competing today but [also] looking at where commerce is heading. The disruption is real, and dynamic. We’re always looking at what the next five to 10 years will bring.”