[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-open-relationships-advertisers-creative-agencies":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",9752,{"id":24,"name":25},"author-0301142015","Canto","2017-10-12T14:21:17","2025-12-19T14:02:29","Let’s be friends: Future open relationships between advertisers and creative agencies","open-relationships-advertisers-creative-agencies","Future relationships between advertisers and agencies","Digitization processes and a burgeoning consciousness in advertising companies have shifted the relationship between advertisers and creative agencies.","Digitization processes and a burgeoning consciousness in advertising companies have shifted the relationship between advertisers and creative agencies. New design systems enable advertisers to differentiate their advertising formats internally and to independently develop, adapt and optimize them online with design programs and templates to effectively reproduce the content. Creative agencies are increasingly becoming a sparring […]","Digitization processes and a burgeoning consciousness in advertising companies have shifted the relationship between advertisers and creative agencies. New design...","\u003Cp class=\"wp-block-paragraph\">Digitization processes and a burgeoning consciousness in advertising companies have shifted the relationship between advertisers and creative agencies. New design systems enable advertisers to differentiate their advertising formats internally and to independently develop, adapt and optimize them online with design programs and templates to effectively reproduce the content. Creative agencies are increasingly becoming a sparring partner as well as an external creativity source. Their role as a permanent everyday companion – responsible for producing any kind of advertising collateral – is a thing of the past.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--the-shifting-relationship-between-advertisers-and-companies\">The shifting relationship between advertisers and companies\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">For most marketing managers, it’s still normal to contact the creative service provider for every comma correction in the InDesign document. But the relationship between creative agencies and advertisers is changing. Design systems – often in the form of interactive mini-websites – change the development and further development processes of corporate identities (CI) as well as the creation of connected formats. Design controlling takes place in the digital space: every employee accesses the current system within the company’s CI through the systems. If the advertiser has an experienced in-house creative department, the systems enable him to develop the CI organically, independently of the creative agency.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Agencies will continue to be permanent partners if they are able to make themselves indispensable with outstanding creative ideas and sparring partners for the customer. In companies, these sparring partners are still needed because the responsible marketing managers are often busy and a part of the company’s routines. To relieve internal staff and effectively circumvent operational blindness, creative agencies remain important partners. Companies are shaping their look and feel in the future to a much greater extent than before. The relatively simple production and reproduction of marketing materials is increasingly taking place in companies with the help of templates and editors. Agencies based on knowledge mastery and not creative enablement will lose their appeal.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-9753 size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"\u002Fcdn\u002Fen\u002F2017\u002F10\u002F19200923\u002Fagency-decoupling-2.jpg\" alt=\"A women in an office is working on her laptop, while co-workers are busy in the background.\" class=\"wp-image-9753\" srcset=\"\u002Fcdn\u002Fen\u002F2017\u002F10\u002F19200923\u002Fagency-decoupling-2.jpg 800w, \u002Fcdn\u002Fen\u002F2017\u002F10\u002F19200923\u002Fagency-decoupling-2-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2017\u002F10\u002F19200923\u002Fagency-decoupling-2-768x512.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Agencies will remain relevant through enablement of their clients.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--powered-by-megatrend-corporate-publishing-and-native-advertising\">Powered by megatrend corporate publishing and native advertising\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The evolving \u003Ca href=\"\u002Fglossary\u002Ffile-management\u002F\">file management\u003C\u002Fa> technologies transforming workflows between agencies and advertisers are being driven by a different megatrend: as companies function more and more like media houses to be able to compete with the competition, the creative field must also be more agile and faster. Companies such as large American sports clubs or beverage manufacturers are making this happen. These brands are staging their content, which is entertaining, meaningful and often shared with a target group in real-time. However, in the numerous publication channels, the value of the content fizzles when it’s not clearly associated with a strong brand.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--advertisers-expand-in-house\">Advertisers expand in-house\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The trend towards in-house CI management means that larger companies are expanding their creative departments. Large parts of conceptual work and existing services are provided by the company directly. This includes, in addition to the creation of the work, the managing of logos, product images, formats, etc. within \u003Ca href=\"\u002Fdigital-asset-management\u002F\">digital asset management\u003C\u002Fa> systems. The resulting design systems already have their workflows within existing marketing technologies such as digital asset management systems or content management systems. They are also able to automatically send out digital design examples, such as banners, website templates or Google AdWords ads.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This all may initially sound radical for creative agencies but is the logical next step in the digitization process and is gradually covering every business area\u003Cem>.\u003C\u002Fem> The concept of mapping everyday work using new technology in-house and developing creative services together with external agencies as a creative pool is stronger and more flexible than the previous model. However, large and small companies will start to move, since the expansion of inner creativity – in addition to the corresponding budget ­ also requires a change in mentality regarding the importance of differentiated and brand-specific content. The reorganization of these processes could make large companies quicker in the face of available marketing budgets as well as small companies with even more flexible structures than SMEs.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fdigital-asset-management-for-agencies\u002F?utm_source=blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=guide_agencies\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2017\u002F10\u002F22124548\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"Download the eBook ‘Digital Asset Management for Agencies’; banner shows a professional with a laptop and icons for collaboration, approvals, and file-workflow automation.\" class=\"wp-image-71031\" srcset=\"\u002Fcdn\u002Fen\u002F2017\u002F10\u002F22124548\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2017\u002F10\u002F22124548\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2017\u002F10\u002F22124548\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",3,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2017\u002F10\u002F19195014\u002Fagency-decoupling-1.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2017\u002F10\u002F19195014\u002Fagency-decoupling-1-450x357.jpg","Agency workflow",634,800,[43],{"id":44,"slug":44,"title":45,"path":46},"industry-insights","Industry insights","\u002Fpost-category\u002Findustry-insights\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185339\u002Fcreative-roles-feature-450x263.jpeg",57495,"creative-team-roles","Creative team roles: The people who plan, create, and deliver marketing content","Creative teams include creative directors, designers, copywriters and more. We discuss the different roles that make up a creative team, and what they do.","\u002Fblog\u002Fcreative-team-roles\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184307\u002Fmarketing-personalization-feature-450x263.jpg",62841,"marketing-personalization-walking-the-line-between-creepy-and-relevant-campaigns","Marketing personalization: Walking the line between creepy and relevant campaigns","Where do you draw the line between fun personalization and just plain creepy? Canto's CMO Erica Gunn shares some lessons on how far may be too far with personalization.","\u002Fblog\u002Fmarketing-personalization-walking-the-line-between-creepy-and-relevant-campaigns\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19193425\u002Fdigital-transformation-strategy-450x300.jpg",35988,"digital-transformation-strategy","3 keys to building a digital transformation strategy","A digital transformation drastically alters the way an enterprise operates. Accordingly, a digital transformation strategy takes this into consideration.","\u002Fblog\u002Fdigital-transformation-strategy\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790676816463]