MERCADEO Versión en español
Mark DArcy of Facebook: We want to be better partners with agencies this year
Manuela Walfenzao| 12 de enero de 2016
Mark DArcy, CCO de Facebook Creative Shop
Agencies should expect more from Facebook in 2016, expressed Mark DArcy, CCO of Facebook’s Creative Shop. The social network seeks a greater scale, so its relationships with ad agencies will play a larger role. “We want to be better partners with agencies this year” he said.With US$3.6 billion in advertising revenue in 2014, Facebook has rapidly become one of the first destinations for the work created by ad agencies around the world. But its increasingly cozy relationship with brands has been perceived as a threat to agencies.DArcy, who has led Facebook´s internal agency since 2011, said that the social network is determined to help agencies better understand Facebook as an advertising platform. “The vast majority of the work we do is in partnership with agencies in every country in the world” he said. He cited programs like Blueprint, Facebook’s marketing training program, “take a lot of the things we’re learning and crafting every day in the creative shop and really get it into people’s hands” he added.Facebook has sought diverse paths to reach the agency community, which is why they launched Facebook Studio, in 2011, where agencies could discuss techniques for creating successful brand pages. That site became home to the Facebook Studio Awards (later called Facebook Awards), that annually delivers trophies to the brand and agency that create the most effective and engaging work on the platform.
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