At a recent Advertising Age Digital Conference, the Chief Creative Officer for Microsoft said, "The single most important piece for success for agencies we work with is actually orchestration. Account management is the most important function in our agencies, not creative."

We agree. At MB Piland, strategy and account leadership come first. You might ask yourself if your agency is focusing on all aspects of your marketing communications. Do you have work fragmented between multiple agencies and departments in order to save money? You may be also be fragmenting your messaging and missing out on opportunities to maximize your budget. Strong and smart orchestration means your message is more powerful, stretching your marketing dollars. Now that's music to anyone's ears!

Read more about this in Advertising Age. —Alex