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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full xl:hidden" href="/get-started">Get Started</a><button data-collapse-toggle="mega-menu-full" type="button" class="flex-none h-full focus:outline-none focus:ring-2 xl:hidden p-4" aria-controls="mega-menu-full" aria-expanded="false"><span class="sr-only">Open main menu</span><span class="block relative h-[13px] w-[16px]"><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-0 rotate-0"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[6px] opacity-1"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[12px] rotate-0"></span></span></button></div></div></nav></header><main><!--$--><div class="relative w-full overflow-hidden bg-gray-50 pt-[74px] partner-detail-hero"><div class="container relative z-10 pb-20 pt-6"><div class="flex gap-1 text-xs"><a aria-label="Link to solutions partners" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/partners/solutions-partners">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to r ga" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/partners/solutions-partners/r-ga">R/GA</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Partners","item":"https://www.braze.com/partners/solutions-partners"},{"@type":"ListItem","position":2,"name":"R/GA","item":"https://www.braze.com/partners/solutions-partners/r-ga"}]}</script><div class="mt-16 flex flex-col items-start justify-between gap-6 text-center text-black lg:flex-row"><div class="flex w-full flex-col gap-8 lg:flex-row"><div class="flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2"><img alt="R/GA" loading="lazy" width="176" height="64" decoding="async" data-nimg="1" class="size-full object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F78d0d510483aa6a0a5c563bf6e5343a64065c5e2-580x200.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F78d0d510483aa6a0a5c563bf6e5343a64065c5e2-580x200.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F78d0d510483aa6a0a5c563bf6e5343a64065c5e2-580x200.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">R/GA</h2><div class="flex flex-col gap-3 md:flex-row"></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a href="https://www.rga.com" target="_blank" rel="noreferrer noopener" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[37px] w-full text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Solutions</span></div></div></div></aside><main class="flex shrink-0 grow basis-0 flex-col gap-12"><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">What is R/GA?</h3><div class="flex flex-col gap-6"><p>R/GA, the agency for the Connected Age, develops products, services, and communications to grow our clients’ brands and businesses. Founded in 1977, the agency has been a pioneer at the intersection of technology, design, and marketing with work spanning web, mobile, and social communications, retail and e-commerce, product innovation, brand development, and business consulting.</p></div></section></main></div></div><div class="container bg-gray-50 py-[50px] md:py-24"><div class="cards-slider overflow-hidden bg-gray-25 undefined"><div class="container flex flex-col gap-8 px-0 md:px-20"><div class="flex flex-col justify-between gap-6 md:flex-row md:items-center"><h1 class="z-10 text-display-md text-black md:text-display-lg">Related Content</h1><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 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Handle Today’s Deconstructed Customer Journey" href="/resources/articles/creativity-tech-agency"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Put the Creative in “Creative”: How Agencies Can Handle Today’s Deconstructed Customer Journey" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F511ff197f9ed644df0a296f9266b8d1644d13ac5-940x455.gif&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F511ff197f9ed644df0a296f9266b8d1644d13ac5-940x455.gif&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F511ff197f9ed644df0a296f9266b8d1644d13ac5-940x455.gif&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">3<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Put the Creative in “Creative”: How Agencies Can Handle Today’s Deconstructed Customer Journey</h4><span class="text-sm font-bold text-gray-500">June 27, 2018</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div 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class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology ecosystem</h4><p>Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-technology-partner">Become a Technology Partner</a></div><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our global services network</h4><p>Agencies, consultants, and systems integrators build robust service offerings with Braze.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-solutions-partner">Become a Delivery Partner</a></div></div></div></section><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 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To understand whether leveraging a particular agency will help move the needle on your customer engagement goals, you first need to understand (1) what those goals are and (2) what value you can expect a given agency to provide for your brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d8e303798548\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8e3037985480\",\"_type\":\"span\",\"marks\":[],\"text\":\"To explore the ins-and-outs of how agencies can help brands to master the strategy, execution, and iteration that make brilliant customer experiences possible, we spoke to representatives from four forward-looking agencies:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d40e439b78e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d40e439b78e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Paul Brienza, CTO, and Emily Hauptle, Supervisor, Marketing Automation at \"},{\"_key\":\"d40e439b78e11\",\"_type\":\"span\",\"marks\":[\"3d444582b50f\"],\"text\":\"full-service advertising agency Laughlin Constable\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"3d444582b50f\",\"_type\":\"link\",\"href\":\"https://www.laughlin.com/\"}],\"style\":\"normal\"},{\"_key\":\"abf4a96509dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"abf4a96509dd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Al Harnisch, VP of Growth at \"},{\"_key\":\"abf4a96509dd1\",\"_type\":\"span\",\"marks\":[\"f3fff9d16714\"],\"text\":\"mobile product strategy, development, and growth agency Prolific Interactive\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"f3fff9d16714\",\"_type\":\"link\",\"href\":\"https://www.prolificinteractive.com/\"}],\"style\":\"normal\"},{\"_key\":\"48d5fea6a5c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"48d5fea6a5c40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Steven Moy, U.S. CTO at \"},{\"_key\":\"48d5fea6a5c41\",\"_type\":\"span\",\"marks\":[\"809944df7095\"],\"text\":\"full-service digital agency R/GA\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"809944df7095\",\"_type\":\"link\",\"href\":\"https://www.rga.com/\"}],\"style\":\"normal\"},{\"_key\":\"746627436849\",\"_type\":\"block\",\"children\":[{\"_key\":\"7466274368490\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brent Rosengren, Chief Client Officer at \"},{\"_key\":\"7466274368491\",\"_type\":\"span\",\"marks\":[\"8ae01d30fbe5\"],\"text\":\"email, eCRM, and cross-channel agency BrightWave\"},{\"_key\":\"7466274368492\",\"_type\":\"span\",\"marks\":[],\"text\":\", an Ansira Company\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"8ae01d30fbe5\",\"_type\":\"link\",\"href\":\"https://www.brightwave.com/\"}],\"style\":\"normal\"},{\"_key\":\"77748ac20d79\",\"_type\":\"block\",\"children\":[{\"_key\":\"77748ac20d790\",\"_type\":\"span\",\"marks\":[],\"text\":\"And while these thought leaders all have different roles and work for agencies with different structures and different areas of focus, their insights nonetheless identified five key places where agencies can help make a difference for their clients’ customer engagement efforts. Let’s take a look.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"40d393a76dd9\",\"_type\":\"block\",\"children\":[{\"_key\":\"40d393a76dd90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Agencies can set brands up for success with the right technologies (and the right strategies)\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7cfacb6cd550\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cfacb6cd5500\",\"_type\":\"span\",\"marks\":[],\"text\":\"In today’s fast-moving, digital-first world, understanding how to engage your customers and what technologies and solutions you need to do that effectively is key to your brand’s long-term success. But many brands—enterprise and digital-first alike—lack the kind of nuanced understanding needed to make smart choices when building out a modern marketing strategy and the kind of technology ecosystem that can support it. For companies like this, moving ahead without consulting an agency can lead to a lot of wasted time and money, and potentially put them at a strategic disadvantage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f18c674fe45b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f18c674fe45b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"According to Rosengren, a successful strategy “starts with understanding what success means. Putting that down on paper and defining the \"},{\"_key\":\"f18c674fe45b1\",\"_type\":\"span\",\"marks\":[\"b4856014049f\"],\"text\":\"key performance indicators\"},{\"_key\":\"f18c674fe45b2\",\"_type\":\"span\",\"marks\":[],\"text\":\" (KPIs) that track progress toward success.” BrightWave helps clients keep those target KPIs “in the back of their heads as we work through prioritizing what's next, what it’s going to look like [and what] the strategy [is] behind it.”\"}],\"markDefs\":[{\"_key\":\"b4856014049f\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-83830\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"3e4c02e61f24\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e4c02e61f240\",\"_type\":\"span\",\"marks\":[],\"text\":\"Agencies can bring that kind of understanding and strategic clarity. At Laughlin Constable, Hauptle begins by putting together a matrix laying out what marketing technologies make sense for a client, based on their specific needs. That gives clients “transparency into why we picked a marketing platform,” she said, and helps them “feel like they’ve come along the journey with us and helped us get to that answer.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c6891343a70e\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6891343a70e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For Prolific Interactive, which specializes in both building out mobile apps for brands and giving them the tools and strategies they need to keep their customer retention rates high, the focus is “on making that [marketing technology] stack really valuable. So, if we’re using Braze, for example, we’ll build up the \"},{\"_key\":\"c6891343a70e1\",\"_type\":\"span\",\"marks\":[\"490bf2d1d8a1\"],\"text\":\"email plan\"},{\"_key\":\"c6891343a70e2\",\"_type\":\"span\",\"marks\":[],\"text\":\", we’ll build out the \"},{\"_key\":\"c6891343a70e3\",\"_type\":\"span\",\"marks\":[\"52870cd486b3\"],\"text\":\"push plan\"},{\"_key\":\"c6891343a70e4\",\"_type\":\"span\",\"marks\":[],\"text\":\"—we’ll build out both journeys based on [the] different \"},{\"_key\":\"c6891343a70e5\",\"_type\":\"span\",\"marks\":[\"a770f281e3f7\"],\"text\":\"customer segments\"},{\"_key\":\"c6891343a70e6\",\"_type\":\"span\",\"marks\":[],\"text\":\" that we’ve identified in the planning phases. Build those up, automate them as much as possible, and then figure out what the next growth strategy is,” Harnisch said. In some cases, “we’ll be looking into something like [analytics platforms] \"},{\"_key\":\"c6891343a70e7\",\"_type\":\"span\",\"marks\":[\"47867444461b\"],\"text\":\"Amplitude\"},{\"_key\":\"c6891343a70e8\",\"_type\":\"span\",\"marks\":[],\"text\":\" or \"},{\"_key\":\"c6891343a70e9\",\"_type\":\"span\",\"marks\":[\"9747cc8d4a36\"],\"text\":\"Mixpanel\"},{\"_key\":\"c6891343a70e10\",\"_type\":\"span\",\"marks\":[],\"text\":\" and identifying where are the pain points, where are the opportunities, what are each of these people using, what features are people using the least.”\"}],\"markDefs\":[{\"_key\":\"490bf2d1d8a1\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-25238\",\"_type\":\"reference\"}},{\"_key\":\"52870cd486b3\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17710\",\"_type\":\"reference\"}},{\"_key\":\"a770f281e3f7\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-25986\",\"_type\":\"reference\"}},{\"_key\":\"47867444461b\",\"_type\":\"link\",\"href\":\"/product/alloys/partners/amplitude\"},{\"_key\":\"9747cc8d4a36\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12291\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"c307fbc93661\",\"_type\":\"block\",\"children\":[{\"_key\":\"c307fbc936610\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Agencies can serve as the connective tissue between your brand’s disparate teams\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"dd37124f52b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd37124f52b70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Great customer engagement takes \"},{\"_key\":\"dd37124f52b71\",\"_type\":\"span\",\"marks\":[\"0f165ae5a20f\"],\"text\":\"teamwork\"},{\"_key\":\"dd37124f52b72\",\"_type\":\"span\",\"marks\":[],\"text\":\". Whether it’s between different members of a cross-functional growth team or across a range of different internal departments, effective collaboration is an essential element of a successful customer engagement program. Unfortunately, significant organizational and data silos are still very common for most brands, especially in the enterprise, \"},{\"_key\":\"dd37124f52b73\",\"_type\":\"span\",\"marks\":[\"ff05200b134d\"],\"text\":\"making it hard for them to align internally\"},{\"_key\":\"dd37124f52b74\",\"_type\":\"span\",\"marks\":[],\"text\":\" when it comes to customer engagement and other related priorities without the assistance of an agency.\"}],\"markDefs\":[{\"_key\":\"0f165ae5a20f\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12386\",\"_type\":\"reference\"}},{\"_key\":\"ff05200b134d\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-26244\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"0c4f599a8f72\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c4f599a8f720\",\"_type\":\"span\",\"marks\":[],\"text\":\"That said, different companies will have different challenges when it comes to collaboration. R/GA’s Steven Moy has found that “generally speaking, some of the more progressive, digitally native companies...already have a more integrated approach.” Fortune 500 companies and other big enterprise brands, on the other hand, “create scale over tens, hundreds of years, they’ve become more functionally focused…[and] have a media department, a marketing department, even a digital department” that need to find ways to work together effectively. At R/GA, Moy explained, “we have to become the connective tissue, to get them all aligned.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20d7a882f1d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"20d7a882f1d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Laughlin Constable prioritizes getting “all of the internal stakeholders for the client to, frankly, just talk to each other about what their hopes and dreams and aspirations are for projects,” Brienza said. “It allows us to provide a more unified and integrated recommendation for them, but, more importantly for the client, what it does is it allows each stakeholders to hear real-time what somebody else is saying. And oftentimes, there is a shared vision—they just never talked to each other about. And there are also times where they have different opinions, but they can work it out in those discussions. The vast majority of the time, they leave on the same page.” But, he warned, “if you don’t have those conversations early on, you end up having to have them later on in the project where it’s much more costly to address.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93ab45dd013f\",\"_type\":\"block\",\"children\":[{\"_key\":\"93ab45dd013f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Agencies bring in outside expertise...and an objective eye\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d207c0eac507\",\"_type\":\"block\",\"children\":[{\"_key\":\"d207c0eac5070\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of the hardest things for brands to achieve is objectivity when it comes to the work they’re carrying out. It’s normal to become emotionally invested, but that can sometimes blind you to issues as they arise, or cause you to miss key opportunities that are outside of your usual way of thinking. Agencies can provide that additional perspective.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"68c73aa4caa4\",\"_type\":\"block\",\"children\":[{\"_key\":\"68c73aa4caa40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Clients are “in their brands every single day, and it can narrow their sights sometimes into what’s going on in your category, why your competitors are beating you, and you can have a biased sense. It’s not any fault of theirs,” Hauptle said, but it does call for an outside perspective to validate or poke holes in their assumptions. “I think it’s a great compliment when a client says, ‘This creative idea, we could never have thought of it in-house, because we don’t have that breadth of different industry perspectives and knowledge.’ We’re working on different brands every day, so something you learn on one brand…[can end] up being really valuable” for other ones.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bcfefac57c04\",\"_type\":\"block\",\"children\":[{\"_key\":\"bcfefac57c040\",\"_type\":\"span\",\"marks\":[],\"text\":\"Similarly, because agencies are built to help a wide range of brands with their customer-related needs, they often have experts on staff who can help plug holes for brands who are embarking on a new marketing strategy. BrightWave has found that one major “challenge for most marketers is client-side hiring…[and] having the depth and breadth of email and eCRM specialists on staff—whether it’s a designer or a coder or a strategist or a platform specialist. It’s really hard to find a single person that’s good at all those things, or a couple people that are great and passionate at all those things,” Rosengren noted. “With BrightWave, they can find a specialist agency that goes deep in expertise across a range of roles into a space that’s become more and more important. The time it takes to sign an agreement or SoW [statement of work] is really how long it takes to get a full team of experts in a very specialized craft and channel.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50e79aa3559f\",\"_type\":\"block\",\"children\":[{\"_key\":\"50e79aa3559f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"“If a company is looking to inject themselves with that expertise on day none and get a fully dedicated, cross-functional team, which is how Prolific works, they can come to us and we can just provide that,” Harnish said. “So, if they want or need two product managers, four designers, a team of iOS engineers, a team of Android engineers, an analyst, and two growth managers to build out the whole mobile side of their business from scratch, that’s something we could spin up in a matter of weeks, where it would take them theoretically months or even a year to build that in-house.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f258f8280bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f258f8280bb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Agencies help orchestrate relevant, coherent brand experiences across channels and touch points\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a754454a4f5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a754454a4f5a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ve seen technology make it possible for brands to speak with a consistent voice and provide a coherent, personalized brand experience to their customers across a diverse array of digital touchpoints—but, too often, marketing, growth, and engagement teams fall short when trying to make this a reality. The right agency can help provide guidance about how to take this aspirational goal and make it a reality for clients and their customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e0e48c6be7c\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e0e48c6be7c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"“If I interact with [your] brand, you should know who I am at every single touch point,” Moy argued. “You need to put the customer or consumer at the center of what you do. The end-to-end customer journey [is becoming] more and more appropriate for even enterprise...at the highest level, you need to understand the whole journey that a customer interacts with from the communication side of the house...you need to map it all out.” He noted, “When I buy something, interact with you, when I contact your customer care department, I will expect you to know who am because of Amazon training us...these tech-led disruptors of the field, you know, they already trained us that way, so it’s no longer acceptable if you don’t understand” each customer’s holistic experience of your brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"938630f7c6ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"938630f7c6ff0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Prolific has found that “once you have those customers, that’s when you want to focus on nurturing the relationship with them, focusing on engaging them, keeping them interested and turning them into a long-term customer with high LTV [lifetime value].” According to Harnisch, “You do that by really cultivating and personalizing that experience and making it as much of a one-to-one experience as possible...leveraging email and push notifications, in-app messaging; creating that personalized experience, tying them to the broader experience of the brand, whether that’s retail [or] whether that’s a spin studio. It all comes back to the same fundamentals.” The right agency should have the experience and insights that allow them to partner “with a brand to figure out what that engagement or loyalty and retention experience and strategy is right for the customer. We can bring that to life and then run with it,” Harnisch explained.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"df0adba401f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"df0adba401f60\",\"_type\":\"span\",\"marks\":[],\"text\":\"For BrightWave, one of their biggest priorities is helping clients understand actions and interactions customers “are experiencing within the brand’s digital space, activity that they’re performing on your website, on your app, in a brick-and-mortar location—purchasing, not purchasing, viewing,” Rosengren said. And then “taking all those customer data points and mapping moments where we could intersect in the customer journey, whether it’s with an email, whether it’s a push notification, whether it’s a display banner popping up on their fifth visit to the website. The messaging orchestration between the customer's experience and brand messaging, that’s what we think about. We help first by defining that customer journey and then finding [ways]...to generate that new and meaningful engagement points, ultimately driving conversion, loyalty and advocacy.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4745878bbef7\",\"_type\":\"block\",\"children\":[{\"_key\":\"4745878bbef70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Agencies support speed-to-market and smart iteration for brands’ campaigns and activations\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4976f88e6200\",\"_type\":\"block\",\"children\":[{\"_key\":\"4976f88e62000\",\"_type\":\"span\",\"marks\":[],\"text\":\"Everybody wants the brand experiences they provide customers to be best-in-class. But sometimes that perfect-focused mindset can be an impediment to actually achieving top-flight outcomes—in part, because it can lead brands to slow down what they’re doing, rather than going live with a workable prototype that can be optimized and iterated over time. Agencies can play a key role in helping companies to move fast, by providing guidance about when a campaign has truly reached minimum viable product status and is ready to ship, and by helping marketers and other stakeholders to embrace a culture of ongoing improvement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8032aa893fd8\",\"_type\":\"block\",\"children\":[{\"_key\":\"8032aa893fd80\",\"_type\":\"span\",\"marks\":[],\"text\":\"$36\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e18234192ac6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e18234192ac60\",\"_type\":\"span\",\"marks\":[],\"text\":\"According to Rosengren, in “a lot of the marketing world, you launch [something] and you forget about it. It’s done, you’re onto the next thing…[but] people are coming into that funnel every day and getting that message. You may have designed it three years ago, and they’re still getting it.” At BrightWave, “we’re constantly \"},{\"_key\":\"e18234192ac61\",\"_type\":\"span\",\"marks\":[\"dde0e06f6335\"],\"text\":\"analyzing and optimizing\"},{\"_key\":\"e18234192ac62\",\"_type\":\"span\",\"marks\":[],\"text\":\" the marketing automations we’ve developed...we don’t just build it, launch it, and forget about it,” Rosengren said. “We look at the numbers, we see what customers are telling us with their digital behavior. Then we may launch a new evolution of it through iterative testing on creative, on content, on cadence, on frequency.”\"}],\"markDefs\":[{\"_key\":\"dde0e06f6335\",\"_type\":\"link\",\"href\":\"/resources/articles/whats-testing-anyway\"}],\"style\":\"normal\"},{\"_key\":\"cda9ce0dd452\",\"_type\":\"block\",\"children\":[{\"_key\":\"cda9ce0dd4520\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final Thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a7bd8f4e6854\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7bd8f4e68540\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’re more than a decade out from the launch of the first iPhone and the rise of mobile and a whole host of other connected technologies—but the impact of that shift is still being felt by brands around the globe. While digital transformation can be disruptive to companies and even whole industries, it’s also made it possible for brands to establish the kind of strong, sustainable customer relationships that will allow them to rise above the competition.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4f217a40cc73\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f217a40cc730\",\"_type\":\"span\",\"marks\":[],\"text\":\"The path to that outcome is different for every brand. For some, getting where they need to go will be easier with a trusted agency partner as a guide. To learn more about how agencies are embracing technology to fuel creativity and set their clients apart with more engaging and valuable customer experiences, \"},{\"_key\":\"4f217a40cc731\",\"_type\":\"span\",\"marks\":[\"60bc7f72e2ce\"],\"text\":\"check out our look at the intersection of creativity and technology in modern marketing\"},{\"_key\":\"4f217a40cc732\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"60bc7f72e2ce\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12408\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/7339f4c8cb4b8a87007a65d7eaa0dd770c3106cb-1120x660.gif\",\"publishedDate\":\"2019-04-16T14:30:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-7339f4c8cb4b8a87007a65d7eaa0dd770c3106cb-1120x660-gif\",\"_type\":\"reference\"}},\"pageDescription\":\"How Agencies Can Orchestrate Brilliant Marketing Experiences | Braze\",\"pageTitle\":\"How Agencies Can Orchestrate Brilliant Marketing Experiences | Braze\",\"slug\":{\"current\":\"agencies-orchestration-customer-engagement\"}},\"title\":\"Tying It All Together: How Agencies Help Orchestrate Brilliant Marketing Experiences\"},{\"_id\":\"imported-craft-12192\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"4751131941b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"4751131941b40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Two days. 25+ sessions. More than 50 speakers. Hundreds and hundreds of attendees. This year’s Long-Term Relationships (LTR) conference, held October 3-4, 2018, in New York City, highlighted the challenges and opportunities presented by the rise of mobile and emerging technologies and their complicated impact on today’s customer experience… as well as countless insights into the human dynamics that drive us all, in business and in life, and how brands can support deep, rich, and truly human relationships with their customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6215a77cdaa3\",\"_type\":\"block\",\"children\":[{\"_key\":\"6215a77cdaa30\",\"_type\":\"span\",\"marks\":[],\"text\":\"During the event, attendees heard from leading brands like ABC News, GE, Grubhub, Microsoft, Stash, TD, as well as \"},{\"_key\":\"6215a77cdaa31\",\"_type\":\"span\",\"marks\":[\"9d7fb9f145f4\"],\"text\":\"innovative agencies like R/GA and Prolific Interactive\"},{\"_key\":\"6215a77cdaa32\",\"_type\":\"span\",\"marks\":[],\"text\":\", and took part in sessions on mastering message personalization and location marketing, understanding the ins-and-outs of email deliverability, and exploring how to break down internal organizational and data silos, among other topics. (And also took a little time out to celebrate the \"},{\"_key\":\"6215a77cdaa33\",\"_type\":\"span\",\"marks\":[\"1ae7f6bf6221\"],\"text\":\"Braze Series E\"},{\"_key\":\"6215a77cdaa34\",\"_type\":\"span\",\"marks\":[],\"text\":\", which was announced October 3!)\"}],\"markDefs\":[{\"_key\":\"9d7fb9f145f4\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-11797\",\"_type\":\"reference\"}},{\"_key\":\"1ae7f6bf6221\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12210\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"60ecd2a97610\",\"_type\":\"block\",\"children\":[{\"_key\":\"60ecd2a976100\",\"_type\":\"span\",\"marks\":[],\"text\":\"With an event this big, there’s always too many interesting conversations and striking presentations to cover them all, so let’s take a minute for a quick run-through of the conference’s main highlights:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"27c518fa6ea4\",\"_type\":\"block\",\"children\":[{\"_key\":\"27c518fa6ea40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How “Human” is Your Marketing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e3c5381a147e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e3c5381a147e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"“We had a hunch, many years ago, that brands who communicate in a more human way will be more successful at customer engagement,” Braze President and Chief Customer Officer (CCO) Myles Kleeger told attendees. “What we didn’t have, until now, was a quantitative understanding from the customer’s perspective of what qualities make a brand’s communications feel more human.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"786aa2b1c38d\",\"_type\":\"block\",\"children\":[{\"_key\":\"786aa2b1c38d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"On Day 2 of LTR 2018, we got that.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"244e494f2876\",\"_type\":\"block\",\"children\":[{\"_key\":\"244e494f28760\",\"_type\":\"span\",\"marks\":[],\"text\":\"Kleeger and Dipanjan Chatterjee, vice president and principal analyst at Forrester Research, walked attendees through the \"},{\"_key\":\"244e494f28761\",\"_type\":\"span\",\"marks\":[\"30faf3fe279e\"],\"text\":\"Braze Brand Humanity Index\"},{\"_key\":\"244e494f28762\",\"_type\":\"span\",\"marks\":[],\"text\":\" (BHI), based on a new, precedent-setting piece of research demonstrating how important “human” brand experience are in building and sustaining meaningful customer relationships. As part of their research, Forrester polled more than 3,000 consumers around the world and conducted in-depth interviews with leaders at top global brands, and found that whether brands connect with their customers on a personal, emotional level has a major impact on purchase intent and overall satisfaction.\"}],\"markDefs\":[{\"_key\":\"30faf3fe279e\",\"_type\":\"link\",\"href\":\"/humanity\"}],\"style\":\"normal\"},{\"_key\":\"696494cb4468\",\"_type\":\"block\",\"children\":[{\"_key\":\"696494cb44680\",\"_type\":\"span\",\"marks\":[],\"text\":\"How big? Brands that thoughtfully leverage technology to support “human” customer engagement can see their campaign conversion rates increase by up to 900%. To learn more about BHI and its potential meaning for you and your customers, visit \"},{\"_key\":\"696494cb44681\",\"_type\":\"span\",\"marks\":[\"0753ec988dbc\"],\"text\":\"Braze.com/humanity\"},{\"_key\":\"696494cb44682\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"0753ec988dbc\",\"_type\":\"link\",\"href\":\"/humanity\"}],\"style\":\"normal\"},{\"_key\":\"e66290a4161a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e66290a4161a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The Psychology of Lasting Customer/Brand Relationships\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"10fe0b576c80\",\"_type\":\"block\",\"children\":[{\"_key\":\"10fe0b576c800\",\"_type\":\"span\",\"marks\":[],\"text\":\"Technology is central every LTR, but this year’s opening keynote from author and thought leader Nathalie Nahai dug deep into the ways in which brands can confront and overcome the very human ethical dilemmas that impact today’s tech-drenched landscape.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dd04cc6809b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd04cc6809b70\",\"_type\":\"span\",\"marks\":[],\"text\":\"From exploring the causes and meaning of fast-changing consumer attitudes around data privacy and security to laying out 12 key considerations for brands looking to build out sustainable, humane, and fair customer relationships, Nahai made a compelling case for putting ethics and authenticity at the center of your brand experience that may or may not have climaxed with a famous quote from a beloved comic book.To hear more from Nahai about the intersections of technology and the human experiences, and how all us can better navigate that complex relationship, check out \"},{\"_key\":\"dd04cc6809b71\",\"_type\":\"span\",\"marks\":[\"199bf03815fa\"],\"text\":\"The Hive Podcast\"},{\"_key\":\"dd04cc6809b72\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"199bf03815fa\",\"_type\":\"link\",\"href\":\"https://www.nathalienahai.com/the-hive-podcast/\"}],\"style\":\"normal\"},{\"_key\":\"ddf6ad052427\",\"_type\":\"block\",\"children\":[{\"_key\":\"ddf6ad0524270\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Exploring the Future of Connections with Braze Alloys\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"85be1b91993b\",\"_type\":\"block\",\"children\":[{\"_key\":\"85be1b91993b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In keeping with LTR 2018’s focus on connections, Braze announced a major new initiative designed to help brands more effectively take advantage of the Braze customer engagement platform in concert with other technologies. “We’re living in a brand new era, one where technology has caught up with [marketers’] vision,” said Matt McRoberts, Braze vice president of partnerships and channel. “It’s now possible to embrace data agility to tie together a custom-built collection of best-in-class solutions and platforms into a true data-driven customer engagement ecosystem.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"qD8CXvKlAqr4v3K0QCbr4\",\"_ref\":\"imported-craft-testimonial-from-doc-12192-block-5\",\"_type\":\"testimonialReference\"},{\"_key\":\"cddd76c2ca70\",\"_type\":\"block\",\"children\":[{\"_key\":\"cddd76c2ca700\",\"_type\":\"span\",\"marks\":[],\"text\":\"McRoberts announced the launch of \"},{\"_key\":\"cddd76c2ca701\",\"_type\":\"span\",\"marks\":[\"cf15117c1c0a\"],\"text\":\"Braze Alloys\"},{\"_key\":\"cddd76c2ca702\",\"_type\":\"span\",\"marks\":[],\"text\":\", which reimagines Braze as a fully integratable customer engagement platform and establishes a simple, scalable system for adding \"},{\"_key\":\"cddd76c2ca703\",\"_type\":\"span\",\"marks\":[\"758e8a99e700\"],\"text\":\"new technology partners\"},{\"_key\":\"cddd76c2ca704\",\"_type\":\"span\",\"marks\":[],\"text\":\" to the Braze Partners program. “Braze Alloys,” McRoberts told attendees, “will make it easier for our clients to use Braze in concert with an ever-wider range of technologies—via direct integrations, API, and webhooks—to support meaningful brand experiences at scale.”\"}],\"markDefs\":[{\"_key\":\"cf15117c1c0a\",\"_type\":\"link\",\"href\":\"/alloys\"},{\"_key\":\"758e8a99e700\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-25033\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"a25fb5498587\",\"_type\":\"block\",\"children\":[{\"_key\":\"a25fb54985870\",\"_type\":\"span\",\"marks\":[],\"text\":\"To learn more about this new announcement—from what technologies are supported and how new partners can build Braze integrations to what’s possible when the Braze platform is used as part of a best-in-class technology ecosystem—visit \"},{\"_key\":\"a25fb54985871\",\"_type\":\"span\",\"marks\":[\"933dc4f4781a\"],\"text\":\"Braze.com/alloys\"},{\"_key\":\"a25fb54985872\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"933dc4f4781a\",\"_type\":\"link\",\"href\":\"/alloys\"}],\"style\":\"normal\"},{\"_key\":\"2d3fad18d8d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d3fad18d8d90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What’s Next?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"968030d641e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"968030d641e60\",\"_type\":\"span\",\"marks\":[],\"text\":\"This year’s LTR is gone, but the lessons learned here won’t be forgotten. To dig deeper into some of the key topics and areas of discussion from this year’s conference, check out:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e6c953a4cf8\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e6c953a4cf80\",\"_type\":\"span\",\"marks\":[\"4552cbfb661a\"],\"text\":\"The Braze Brand Humanity Index\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4552cbfb661a\",\"_type\":\"link\",\"href\":\"/humanity\"}],\"style\":\"normal\"},{\"_key\":\"baf4e8c05b18\",\"_type\":\"block\",\"children\":[{\"_key\":\"baf4e8c05b180\",\"_type\":\"span\",\"marks\":[\"7f6b535ed5de\"],\"text\":\"An overview of Braze Alloys\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"7f6b535ed5de\",\"_type\":\"link\",\"href\":\"/alloys\"}],\"style\":\"normal\"},{\"_key\":\"aa9f095e5b5e\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa9f095e5b5e0\",\"_type\":\"span\",\"marks\":[\"77e850f38dec\"],\"text\":\"Braze Magazine’s EQ Issue\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"77e850f38dec\",\"_type\":\"link\",\"href\":\"/perspectives/issue/the-eq-issue\"}],\"style\":\"normal\"},{\"_key\":\"1563592b154e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1563592b154e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze General Counsel Susan Wiseman’s look at how \"},{\"_key\":\"1563592b154e1\",\"_type\":\"span\",\"marks\":[\"cc8751fba070\"],\"text\":\"data privacy has evolved in 2018\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"cc8751fba070\",\"_type\":\"link\",\"href\":\"/resources/articles/2018-privacy-law-overview\"}],\"style\":\"normal\"},{\"_key\":\"20f49e359999\",\"_type\":\"block\",\"children\":[{\"_key\":\"20f49e3599990\",\"_type\":\"span\",\"marks\":[],\"text\":\"How \"},{\"_key\":\"20f49e3599991\",\"_type\":\"span\",\"marks\":[\"81565536e397\"],\"text\":\"Fiverr used Braze Canvas\"},{\"_key\":\"20f49e3599992\",\"_type\":\"span\",\"marks\":[],\"text\":\" to optimize their customer messaging\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"81565536e397\",\"_type\":\"link\",\"href\":\"/resources/articles/braze-canvas-fiverr-client-story\"}],\"style\":\"normal\"},{\"_key\":\"bfc698337b39\",\"_type\":\"block\",\"children\":[{\"_key\":\"bfc698337b390\",\"_type\":\"span\",\"marks\":[],\"text\":\"R/GA’s Steven Moy on how agencies can \"},{\"_key\":\"bfc698337b391\",\"_type\":\"span\",\"marks\":[\"9e163651353f\"],\"text\":\"use technology to support creativity\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"9e163651353f\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12408\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/60cb2e76a7519d83d6183fd63b9727a208771113-1120x660.jpg\",\"publishedDate\":\"2018-10-04T00:00:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-60cb2e76a7519d83d6183fd63b9727a208771113-1120x660-jpg\",\"_type\":\"reference\"}},\"pageDescription\":\"The Human Side of Customer Relationships at LTR 2018\",\"pageTitle\":\"The Human Side of Customer Relationships at LTR 2018\",\"slug\":{\"current\":\"ltr-2018-recap\"}},\"title\":\"Be Human: Exploring The Human Side of Customer Relationships at LTR 2018\"},{\"_id\":\"imported-craft-12235\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"1073af1deec9\",\"_type\":\"block\",\"children\":[{\"_key\":\"1073af1deec90\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’re living in a world that’s been reshaped by technology. Smartphones in every pocket, computers on every desk—and lap, for that matter. Smart speakers and smart homes; connected TVs and connected cars. And as the world becomes increasingly connected, it’s easy to lose sight of the fact that all this tech isn’t being created for its own sake; it’s there to make life better, easier, and more efficient for the people using it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e30237ed2b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e30237ed2b90\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketing, growth, and engagement teams, taking advantage of data and technology to better understand, reach, and engage their customers is essential—but easy to get wrong. At this year’s edition of the \"},{\"_key\":\"8e30237ed2b91\",\"_type\":\"span\",\"marks\":[\"cfbaee106b70\"],\"text\":\"LTR conference\"},{\"_key\":\"8e30237ed2b92\",\"_type\":\"span\",\"marks\":[],\"text\":\", Braze (formerly Appboy) will be exploring the marriage of data, technology, and teams, and the role it can play in supporting more relevant, more “human” experiences for the all the individual, unique people who make up any company’s user base.\"}],\"markDefs\":[{\"_key\":\"cfbaee106b70\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12192\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"f32eac4121ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"f32eac4121ea0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is LTR, anyway?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"82625dd14ad0\",\"_type\":\"block\",\"children\":[{\"_key\":\"82625dd14ad00\",\"_type\":\"span\",\"marks\":[],\"text\":\"LTR stands for long-term relationships and building relationships requires understanding and care. That means knowing where and how your customers interact with technology—and how to communicate with them digitally in human, one-to-one ways.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"53d469ed3520\",\"_type\":\"block\",\"children\":[{\"_key\":\"53d469ed35200\",\"_type\":\"span\",\"marks\":[],\"text\":\"The theme of this year’s conference is “the human factor,” and that means we’re focusing in on the human side of all those connections: between brands and their customers, between \"},{\"_key\":\"53d469ed35201\",\"_type\":\"span\",\"marks\":[\"d2467a28c97f\"],\"text\":\"different internal teams that have to work together\"},{\"_key\":\"53d469ed35202\",\"_type\":\"span\",\"marks\":[],\"text\":\", and between data and the realities of the customer experience. Attendees and speakers will explore human dynamics that drive us all, in business and in life, and come away with inspiring insights and practical applications to create the kinds of brilliant, emotionally resonant experiences that support long-term relationships with your customers.\"}],\"markDefs\":[{\"_key\":\"d2467a28c97f\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12386\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"f8127d38864e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f8127d38864e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Where and when is LTR 2018?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b8048f9fd97d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8048f9fd97d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This year’s LTR conference will be held in New York City at Milk Studios (450 W 15th St # 800, New York, NY 10011), just steps from Manhattan's iconic \"},{\"_key\":\"b8048f9fd97d1\",\"_type\":\"span\",\"marks\":[\"1f3bbb665dd3\"],\"text\":\"High Line\"},{\"_key\":\"b8048f9fd97d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" elevated linear park, greenway, and rail trail.\"}],\"markDefs\":[{\"_key\":\"1f3bbb665dd3\",\"_type\":\"link\",\"href\":\"https://www.thehighline.org/\"}],\"style\":\"normal\"},{\"_key\":\"c1294d9a383a\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1294d9a383a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The conference will take place:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1de4afdca21e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1de4afdca21e0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Day 1: Wednesday, October 3rd, 12:00pm–6:30pm | Open to Braze clients only\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7be9e3e2362\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7be9e3e23620\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Day 2: Thursday, October 4th, 9:00am–7:00pm | Open to all\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"388f837d1830\",\"_type\":\"block\",\"children\":[{\"_key\":\"388f837d18300\",\"_type\":\"span\",\"marks\":[\"strong\",\"0ba9dec479fa\"],\"text\":\"Reserve your spot now\"}],\"markDefs\":[{\"_key\":\"0ba9dec479fa\",\"_type\":\"link\",\"href\":\"https://ltr2018.splashthat.com/\"}],\"style\":\"normal\"},{\"_key\":\"790a35922695\",\"_type\":\"block\",\"children\":[{\"_key\":\"790a359226950\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What’s on the schedule for LTR 2018?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0330b48022a4\",\"_type\":\"block\",\"children\":[{\"_key\":\"0330b48022a40\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ve got a full agenda of programming at this year’s conference, with speakers from Microsoft, TD Bank, Deloitte, R/GA, Freeform, Quartz, the Brooklyn Nets, and more, and content on personalization, machine learning and customer engagement, brand storytelling, GDPR and data privacy, and gender inequality in tech and beyond, among more than 30 memorable sessions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c00d0dbe41d\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c00d0dbe41d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key Panels and Topics: Day 1\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"096a4fddbfd1\",\"_type\":\"block\",\"children\":[{\"_key\":\"096a4fddbfd10\",\"_type\":\"span\",\"marks\":[],\"text\":\"PANEL: Beyond Geotargeting: Lessons in Location Marketing\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"c19db2aad8cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"c19db2aad8cc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The rise of mobile has made location-based marketing easier and more effective than ever before. Ibotta gives customers cash back on everyday purchases. Learn how their forward-looking marketers have leveraged location marketing—including a new partnership with location data provider Radar—to take their customer engagement game to the next level.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7c8a3d94f37c\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c8a3d94f37c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"SPEAKERS\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"858995611b4b\",\"_type\":\"block\",\"children\":[{\"_key\":\"858995611b4b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Will Crocker, Senior Director, Customer Success, \"},{\"_key\":\"858995611b4b1\",\"_type\":\"span\",\"marks\":[\"f8e2cba3c908\"],\"text\":\"Braze\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"f8e2cba3c908\",\"_type\":\"link\",\"href\":\"/blog/author/will\"}],\"style\":\"normal\"},{\"_key\":\"f260f340ac43\",\"_type\":\"block\",\"children\":[{\"_key\":\"f260f340ac430\",\"_type\":\"span\",\"marks\":[],\"text\":\"Alexis Haggerty, Senior Associate, Marketing Automation, \"},{\"_key\":\"f260f340ac431\",\"_type\":\"span\",\"marks\":[\"e433327d0e88\"],\"text\":\"Ibotta\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e433327d0e88\",\"_type\":\"link\",\"href\":\"https://ibotta.com/\"}],\"style\":\"normal\"},{\"_key\":\"e7478dbe3a77\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7478dbe3a770\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nick Patrick, Cofounder and CEO, \"},{\"_key\":\"e7478dbe3a771\",\"_type\":\"span\",\"marks\":[\"5097099f6fc5\"],\"text\":\"Radar\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"5097099f6fc5\",\"_type\":\"link\",\"href\":\"https://radar.io/about\"}],\"style\":\"normal\"},{\"_key\":\"37157771206a\",\"_type\":\"block\",\"children\":[{\"_key\":\"37157771206a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"PANEL: Breaking Down Silos: What It Takes\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"9153692a2bc7\",\"_type\":\"block\",\"children\":[{\"_key\":\"9153692a2bc70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Effective customer engagement in today’s real-time digital environment takes smart communication; not just across internal teams, but among the different solutions that make up your technology ecosystem. 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The Web Psychologist—is a leading global expert in the digital application of behavioral science, lending scientific rigor to design, content, and product strategy for the likes of Google, eBay, Unilever, and Harvard Business Review. She most recently authored the bestselling Webs of Influence: The Psychology of Online Persuasion (Pearson; now in its second edition) and lectures regularly on the international circuit. Besides blowing minds onstage or consulting with Fortune 500 entities, she’s also an avid podcaster, having presented the Tech Weekly podcast for The Guardian as well as her own podcast, The Hive. If you’re more of a visual thinker, here she is walking Google through mobile behavior patterns. Nathalie will deliver the opening keynote address of LTR 2018, drawing on her extensive background in psychology and tech to investigate better means of expressing the human factor digitally. 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Sharon’s 18+ years of expertise lend force and integrity to her perspective, especially where team dynamics come into play.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e0d11a70256a\",\"_type\":\"richImage\",\"asset\":{\"_ref\":\"image-a30c9a740b0e3fed0dcf8ba8435d4a1d8254186e-500x400-jpg\",\"_type\":\"reference\"}},{\"_key\":\"09551c9a3e47\",\"_type\":\"block\",\"children\":[{\"_key\":\"09551c9a3e470\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Carlos Valdes-Dapena\"},{\"_key\":\"09551c9a3e471\",\"_type\":\"span\",\"marks\":[],\"text\":\" (Founder, Corporate Collaboration Resources) has earned his stellar reputation as a motivator with a quarter-century of research on team effectiveness and a proven track record as consulting for many of the brands under the Mars umbrella as well as IBM, AT\u0026T, Pfizer, General Motors, and Lockheed Martin. 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Take a gander at these recaps from the first three years of the conference: \"},{\"_key\":\"ff143cf389c31\",\"_type\":\"span\",\"marks\":[\"c242f8d41be4\"],\"text\":\"2015\"},{\"_key\":\"ff143cf389c32\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"ff143cf389c33\",\"_type\":\"span\",\"marks\":[\"bb08543ba1b7\"],\"text\":\"2016\"},{\"_key\":\"ff143cf389c34\",\"_type\":\"span\",\"marks\":[],\"text\":\", and \"},{\"_key\":\"ff143cf389c35\",\"_type\":\"span\",\"marks\":[\"66fd63316e5a\"],\"text\":\"2017\"},{\"_key\":\"ff143cf389c36\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"c242f8d41be4\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-84233\",\"_type\":\"reference\"}},{\"_key\":\"bb08543ba1b7\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-83585\",\"_type\":\"reference\"}},{\"_key\":\"66fd63316e5a\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-82615\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/60cb2e76a7519d83d6183fd63b9727a208771113-1120x660.jpg\",\"publishedDate\":\"2018-09-24T00:00:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-60cb2e76a7519d83d6183fd63b9727a208771113-1120x660-jpg\",\"_type\":\"reference\"}},\"pageDescription\":\"LTR 2018: Technology is key, but don't lose sight of the human factor | Braze\",\"pageTitle\":\"LTR 2018: Technology is key, but don't lose sight of the human factor | Braze\",\"slug\":{\"current\":\"ltr-2018-overview\"}},\"title\":\"LTR 2018: Meet the Humans Behind “The Human Factor”\"},{\"_id\":\"imported-craft-12408\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"14674a0f09e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"14674a0f09e50\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s a shift happening right now, a shift toward embracing technology as central and critical in every aspect of the business landscape. We’ve all heard the buzzwords, but at its core, digital transformation isn’t about a particular technology—it’s about using technology to accomplish things that weren’t possible before.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bb5aa0385fca\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb5aa0385fca0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To dive into how \"},{\"_key\":\"bb5aa0385fca1\",\"_type\":\"span\",\"marks\":[\"ad6c245689ae\"],\"text\":\"agencies are embracing technology to fuel creativity and set their clients apart\"},{\"_key\":\"bb5aa0385fca2\",\"_type\":\"span\",\"marks\":[],\"text\":\" in a shifting competitive landscape, we sat down with R/GA’s forward-looking U.S. CTO, Steven Moy. 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By leveraging customer data to identify ideal exercise times, R/GA effectively used technology to nudge Apple Watch users to take runs on Sundays. 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