Bruno Gralpois on Muck Rack

Bruno Gralpois

Las Vegas
As seen in: Forbes, Adweek, The Drum, MediaPost, Marketing Dive, AdExchanger, Campaign (US), ANA Magazine
Covers:  advertising, client/agency partnerships
I help the world's largest companies collaborate better. @AgencyMania Co-Founder, Author www.linkedin.com/in/gralpois
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Articles by Bruno Gralpois

Council Post: Redefining Value And Innovation In A New Era Of Relationship Capital

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By Bruno Gralpois
| Forbes Verified
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions, Author, Speaker, Thought Provocateur, Client-Agency Guru, Innovator. Leaders in marketing procurement gather every year at events to anticipate, explore, dissect and debate the trends that are shaping the industry. The advertising industry has entered a transformative phase—one I believe to be its most profound in decades—as media, digital and consumer channels proliferate and technology advances.
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Council Post: Discovering Pearls: How To Find The Perfect Agency Partner

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By Bruno Gralpois
| Forbes Verified
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions, Author, Speaker, Thought Provocateur, Client/Agency Guru, Innovator. A natural pearl in an oyster is one of nature’s most remarkable and rare achievements. In the turbulent waters of the brand world, an ideal agency partnership can be similarly hard to find—but very rewarding. The chances of finding a natural pearl in an oyster are very low.
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Council Post: Rethinking 'AI' In A Partnership World: Advice For Advertisers And Agencies

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By Bruno Gralpois
| Forbes Verified
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions, Author/Speaker, Thought-provocateur, Client/Agency Guru. Members of the Association of National Advertisers selected AI as the Marketing Word of the Year for 2023. No surprise there. The AI phenomenon is indisputable: The abbreviation appears to be in every agency presentation, every article, every recent company press release and every discussion about the future of advertising and marketing. The 2024 Gartner, Inc.
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Council Post: How Brands And Advertisers Can Navigate The Hidden Costs Of Changing Partners

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By Bruno Gralpois
| Forbes Verified
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions, Author/Speaker, Thought-provocateur, Client/Agency Guru. In business as in life, changing partners always costs more than expected. in the U.S. average $15,000 to $20,000, with more complex cases costing far more. Similarly, the cost of changing a brand’s agency partners can be significant.
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Creating Agency KPIs

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By Bruno Gralpois, ANA Faculty
| ANA Magazine
Engaging and motivating agency partners more than a numbers game June 27, 2023 By Bruno Gralpois, ANA Faculty We all have implemented KPIs to measure progress against our work. Agency KPIs are essential for any organization to measure its progress against predetermined agency objectives and priorities. KPIs let advertisers focus on what matters most, align relevant resources towards achieving those goals, identify areas that need improvement, and take corrective action.
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Council Post: What If KPI Stood For More? Reevaluating Agency KPIs

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By Bruno Gralpois
| Forbes Verified
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions, Author/Speaker, Thought-provocateur, Client/Agency Guru. getty Most of us have implemented key performance indicators (KPIs) to measure our progress. Agency KPIs are essential for any organization to measure progress against predetermined objectives and priorities. KPIs let advertisers focus on what matters most, align resources toward achieving those goals, identify areas that need improvement and take corrective action.
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Council Post: Seven Phrases That Defined Advertising In 2022 (And Describe Where The Industry Is Headed Next)

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By Bruno Gralpois
| Forbes Verified
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions, Author/Speaker, Thought-provocateur, Client/Agency Guru. The Association of National Advertisers recently announced that “inclusion” was voted the .Runners-up were “hybrid” and “metaverse.” If you ask me, those are as worthy as words like “resilience” or “global unrest,” which saturated our news channels.
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Technology Is Transforming Advertising: CES Just Showed Us How

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By Bruno Gralpois, ANA Faculty
| ANA Magazine
January 18, 2023 By Bruno Gralpois, ANA Faculty Welcome to the future. The Consumer Electronics Show (CES) is this year's most influential electronics and technology event. This event brought in over 100,000 attendees and 3,200 exhibitors, representing over 174 different countries. This year didn't disappoint.
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How to Make the Marriage of a New Client/Agency Relationship Last

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By Bruno Gralpois, ANA Faculty
| ANA Magazine
November 29, 2022 By Bruno Gralpois, ANA Faculty Like marriage, client-agency relationships require a high level of investment, commitment, and long-term mindset to understand, grow together and respond to each other's needs.
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How Advertisers Can Give Their Agencies Actionable Feedback

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By Bruno Gralpois, ANA Faculty
| ANA Magazine
Ageless principles advertisers should follow to give agencies productive performance feedback and drive meaningful improvements. November 29, 2022 By Bruno Gralpois, ANA Faculty The value of annual or semi-annual performance reviews is now universally understood. They are opportunities for the client and agency teams to provide useful feedback to improve the work relationship and the overall partnership.
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Council Post: Are You Gambling With Your Agency Partners? Four Lessons To Build Strong Partnerships

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By Bruno Gralpois
| Forbes Verified
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions, Author/Speaker, Thought-provocateur, Client/Agency Guru. There’s no place like Las Vegas to help you understand the inner workings of gambling. If you visit Sin City and don’t hold some cards, play at a slot machine or toss some dice, you are missing out on what the gambling experience is all about.
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Council Post: Making Sure Your Preferred Partner Program Is Prosperous

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By Bruno Gralpois
| Forbes Verified
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions, Author/Speaker, Thought-provocateur, Client/Agency Guru Perhaps at no other time in our history has the importance of the supply chain been so obvious in a company’s ability to operate and drive organizational growth. Yet, the marketing and advertising world has long understood this acute dependency.
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When Chaos Calls, Will Your Partnerships Thrive Or Dive?

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By Bruno Gralpois
| Forbes Verified
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions, Author/Speaker, Thought-provocateur, Client/Agency Guru The world hasn't come to an end, but at times, it feels as if we're getting there.
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By Bruno Gralpois
| Forbes Verified
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Council Post: Should Advertisers Still Care About Agency Awards?

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By Bruno Gralpois
| Forbes Verified
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions, Author/Speaker, Thought-provocateur, Client/Agency Guru getty Toronto-based creative company Zulu Alpha Kilo produced a parody video called “Awards Gone Wild,” making fun of an ad industry willing to do absolutely anything, including embellishing results or faking entire projects, to get an award.
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A Glimpse at the Future of Advertiser/Agency Relationships

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By Bruno Gralpois, ANA Faculty
| ANA Magazine
February 4, 2022 By Bruno Gralpois, ANA Faculty Current industry trends and developments will impact how we partner with agencies in years ahead. Although the concept of self-propelled mechanical vehicles has been in practice since the 18th century, the idea of a rear-view mirror only made its appearance in the early 1900s when French inventor Henri Cain patented a "warning mirror for automobiles" in 1906. As speed increased, it became good practice to look back as we propelled ourselves forward.
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Are You a Marketing Double Agent?

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By Bruno Gralpois
| ANA Magazine
November 17, 2021 By Bruno Gralpois In the age of transparency and speed, how client /agency relationships can thrive by adopting new means of collaboration and partnerships powered by data. The release of No Time to Die by MGM/Universal Pictures, featuring the 25th 007 adventure, brings us back to a world where nothing is what it seems to be. In the complicated, intriguing counterintelligence world, the concept of transparency and trust is, well, non-existent.
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The Chicken and the Egg Dilemma in Marketing

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By Bruno Gralpois
| ANA Magazine
September 27, 2021 By Bruno Gralpois When clients take responsibility for setting agencies up for success, they see lower fail rates and stronger performance. The chicken or the egg causality dilemma has been around for ages.
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How to Get the Most Value from Your Agencies

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By Bruno Gralpois, ANA Faculty
| ANA Magazine
August 9, 2021 By Bruno Gralpois, ANA Faculty eamesBot/Shutterstock.com Why do some partnerships thrive and produce great work while others seem out-of-sync, with mediocre results? Partnership building, brief writing, reviewing proposals, negotiating with agencies, and evaluating creative work are all essential everyday activities conducted by marketers with their agency partners. They also happen to be among the critical, practical skills that are lacking in university programs.
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Predictions for a New (Partnership) World Order

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By Bruno Gralpois
| ANA Magazine
January 28, 2021 By Bruno Gralpois Apparently, you cannot be late if you arrive early. This lapalissade, inspired by the French nobleman Jacques de La Palice (1470–1525), known for his truisms, captures our insatiable need to anticipate the significant changes the advertising industry will experience post-COVID. No one wants to show up late during this dramatic change in the world’s economic playground or miscalculate what will become the new balance of power within the advertising ecosystem.
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Turning Agencies into Growth Agents

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By Bruno Gralpois, ANA Faculty
| ANA Magazine
November 5, 2020 By Bruno Gralpois, ANA Faculty GROWTH. If there is one word that best describes the imperative nature of marketing and the priority shared by all CMOs in these unprecedented times, this is it. Growth has never been a greater priority than it is today. This is not a new idea of course. The industry and CMO community have rallied around the importance of marketing as a growth vehicle in prior years.
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A Guide to Agency Management In 2020

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By Bruno Gralpois, ANA Faculty
| ANA Magazine
January 30, 2020 By Bruno Gralpois, ANA Faculty Advertising has evolved into a complex, multi-faceted discipline requiring skills borrowed from business strategy, finance, information technology, human resources and almost every other corporate function. So, it’s no surprise that the list of activities on marketers’ desks increasingly runs long and deep. Too many marketing priorities can lead to disappointments and tough compromises.
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Cutting Agency Fees Is Not the Answer to Your Marketing Budget Challenges

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By Bruno Gralpois
| ANA Magazine
October 31, 2019 By Bruno Gralpois The threat of corporate restructuring, zero-based budgeting, and other cost-cutting initiatives can keep CMOs up at night. With the constant pressure to reduce marketing budgets, cutting agency fees is without a doubt very tempting. However, asking agencies to cut their fees without careful consideration or understanding of the downstream implications could be catastrophic.
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Transactional Relationships Are Out

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By Bruno Gralpois, ANA Faculty
| ANA Magazine
August 9, 2019 By Bruno Gralpois, ANA Faculty We've heard it before: Don't treat your agencies as mere vendors, unless, of course, a commodity is what you are seeking. But the label "vendors" shouldn't be such a dirty word. In principle, "vendors" are delivering services that have reasonable commercial value and getting paid for them. The real issue is in such a competitive environment, relying on a "vendor" or transactional type of relationship to fuel your growth won't cut it anymore.
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Planning for Success: Eight Priorities for CMOs Come 2020

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By Bruno Gralpois, ANA Faculty
| ANA Magazine
April 19, 2019 By Bruno Gralpois, ANA Faculty wan wei/Shutterstock.com It's never too soon to plan for the future. The year 2020 is glowing on the horizon, fueled by opportunities, innovation, transformative forces, and yes, the fear of the unknown.
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A Marketer’s Strongest Muscle Is the Agency: Keys to Ending the Agency Mania

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By Bruno Gralpois
| ANA Magazine
February 26, 2019 By Bruno Gralpois A short decade ago, the world of advertising was going through major disruption with the unstoppable advance of the empowered consumer through technology and digital mediums. Now, because of this change, the advertising and marketing communication disciplines are more complex and demanding than they have ever been. Brand advertisers are under remarkable pressure to deliver business growth and marketing performance in cost-effective ways.
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A Playbook for a Better Agency/Client Relationship in 2019

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By Bruno Gralpois
| ANA Magazine
February 1, 2019 By Bruno Gralpois Like all good relationships, the dynamic between brands and their agencies is in a constant state of ups and downs. Add to it the stress of meeting KPIs and budget demands and you have potential a recipe for trouble. But with some strategic vision, brands can ensure they have the right partner by their side as they push their marketing programs forward. Here are my top tips for building strong agency relationships in 2019.
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Effective Agency Management: A Critical Marketing Muscle

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By Bruno Gralpois, ANA Faculty
| ANA Magazine
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