At Advertising Week, Partnership Is the New Competitive Advantage for Creative Marketing

The real story from this year's Advertising Week was a renewed focus on partnerships. On stage, clients and their agencies presented their bravest, most unconventional work side by side. For some experts, the signal was clear: successful creative campaigns are now born from deep, trusting relationships. Today, a partnership's quality is the new currency for great work.

This observation comes from Suzanne Darmory, President & Chief Marketing Officer of The AGNCY, a female-owned boutique marketing agency. A leader with over 25 years of experience transforming brands, Darmory has a proven track record of delivering award-winning campaigns for giants like American Express and L’Oréal. Today, she's recognized with over 100 industry honors and as one of Refinery29’s 29 most powerful women in digital.

"The best work really comes out of understanding a client, understanding the client's needs, and being able to be at the place where you co-present. It shows the importance of client relationships to get great work done," Darmory says. For her, true success first requires a fundamental return to long-lasting partnerships.

• Beyond the launch: More than a project-based tactic, collaboration is a long-term commitment, Darmory says. In her experience, the most potent creative work emerges only after a partnership has had time to mature. "That partnership doesn't end when you finish the campaign. That is an important lesson. That continual partnership was really a very solid thought, and I was really happy to hear that."

But the principle of partnership is deeply connected to another, more fraught, industry buzzword: authenticity. Here, Darmory poses a pointed question for other marketers: Does authentic content drive measurable action, or does it build brand affinity? "Staying authentic as a brand is critical, but using authenticity as an execution is harmful. I think brands that try to do it as a one-off might even hurt themselves. It's just not part of their daily DNA."

• A moment vs. a mindset: Darmory's answer is clear: genuine authenticity must be woven into the very fabric of a brand's identity instead. "I find that brands sometimes jump on days or events that they feel like they should be involved in. But unless it's a year-round thing, it doesn't feel authentic."

Brands that live their values are proof that real authenticity can drive measurable results, she continues. As one example of an authentic brand she loves, Darmory cites Squarespace. "I think they do an incredible job celebrating individuals, artists, and work."

• The 400-day streak: Darmory also admits her admiration for Duolingo's brand authenticity. "I think we all have a bit of a crush on the owl. They're so true to their audience, and the fact that they make it such a gamification of education. It creates that dynamic brand that people engage with and run streaks every day. Like, I can hear my son doing Spanish for the 400th day in a row because he's on a streak."

Even though the Advertising Week discussion largely remained in a cautious "middle lane," Darmory foresees a clear choice emerging for the industry. "When I went into Digital in 1996, everyone was like, 'You're ruining your career! Digital will never take off!' Everyone was terrified of digital, right? It's still here. AI, I don't believe, will ever go away. I think we're just going to stop being as afraid of it and start embracing it more. I think that the fear is catching a lot of people. For some, it's really stopping them from moving forward. And for others, it's really enabling them to take off."

Looking to the future, Darmory already sees the same dynamic at play in the industry's ongoing conversation about AI. In response, her forecast is straightforward: it must be integrated into the daily process. "The people who are afraid of where it's going will be left behind. The people who embrace it and integrate it into their daily life and explain how they do will lead the pack."