We hand over to Sue Mountford, ITG’s CEO (EMEA), to explain why it’s more important than ever that clients choose the right marketing partner, how the relationship has evolved over time, and why brands need to embrace a transformative mindset.
We’re standing at a pivotal moment in marketing. AI is reshaping what content can be, how it’s produced, and the speed at which brands can evolve. And with that shift comes a renewed importance in choosing the right partner — one who cares, who is there to hand-hold and to guide, collaborate, and grow with you. One who, above all else, puts customer service top of their list every day.
The reality is that client–agency relationships have been changing for years. AI has simply brought that evolution into sharper focus, accelerating the need for deeper collaboration and future‑proofed models. BAU campaigns still matter, of course, but brands are increasingly looking for something more: a tech-led partner who cares, understands people, and who can support them through the emotional ups and downs of change — not one who coldly executes tasks on a plan.
In short, the brands with the right approach are moving from transactional to transformative relationships. And it’s deep and customer-obsessed relationships that truly make the difference.
The historical client-agency relationship
When I refer to transactional partnerships, I’m thinking of the familiar “we pay you X, you deliver Y” model that has shaped much of the industry’s past.
Expectations were clear but limited. Agencies were typically asked to deliver against very narrow briefs — quickly, efficiently, and without much room for strategic or creative exploration. Most of us have been in those meetings where you can see a better path forward, but the client simply needs the work done as asked. It gets the job over the line, but rarely unlocks the best thinking.
These relationships tended to be reactive. Planning horizons were short. Agencies were judged on execution rather than collaboration, which made partner turnover common.
As a partner, if client demands are very prescriptive, then it’s hard to differentiate yourself from competitors. Even if you’re delivering on their briefs, it rapidly becomes a race to the bottom over price. You’re constantly looking over your shoulder because you know that there’s no longevity built into the partnership — you’re on trial from the word go.
It’s a model that gets work done, but not a model that builds momentum.
Why brands are looking for transformative marketing partners
The last decade’s explosion of channels, platforms, and content demand has reshaped marketing operations. Many brands found themselves juggling multiple agencies, multiple tools, and multiple workflows — often resulting in inconsistency, inefficiency, and fragmented strategies.
In environments this complex, transactional relationships simply aren’t enough. Brands need partners who can step inside their operational reality, simplify it, and bring clarity to the noise. And now, with AI accelerating everything from creative production to operational decision‑making, the stakes are even higher.
Too many organisations rushed into AI adoption without the right foundations, turning complexity into outright chaos — with AI only magnifying the disorder. What’s needed now is an AI‑powered partner with the experience to stabilise the present and the vision to navigate whatever comes next.
That’s where ITG has always stood apart. We’ve never positioned ourselves solely as a production partner or agency, but as a long‑term collaborator in marketing transformation. The brands who’ve worked with us for years — M&S, KFC, JLR, Wickes, Costa, Co-op, and many others — share that forward‑thinking mindset. They trust us not just to deliver today, but to help shape their tomorrow.
These brands understand that when a partner like ITG has that bedrock of confidence in place, we can help plan for the future and unlock meaningful strategic value. We want to be involved in day-to-day operations, so that we can get under the skin of your brand, think like your customers, and deliver work that lands with real impact — rather than jumping in and out on a project-by-project basis.
A degree of humility is also necessary for this to work. Some of the best partnerships we have at ITG stem from the client being gracious enough to accept that we have skills and experience that just don’t exist within their in-house teams. Equally, we know and appreciate our role within their ops, and don’t try to step on the toes of their creative teams and agencies.
It’s a culture of collaboration and a ‘one-team’ attitude that ensures successes are shared, challenges are overcome together, and everyone pulls in the same direction.
ITG x KFC: A 16-year partnership
I’ve been with ITG since we were a start-up in Birmingham, UK, back in 2009 — the same year we welcomed KFC as a client. What began as a straightforward print‑focused remit soon evolved into something far more integrated.
Once we understood the scale and rhythm of KFC’s operations, we saw an opportunity to modernise how the brand communicated with its customers. We proposed a shift from static print to dynamic digital signage — a change that promised long‑term cost efficiencies, greater sustainability, and the agility to update content locally and in real time.
There’s no doubt KFC would have got there over time anyway — it’s an innovative brand with a world-class team working behind the scenes (exactly the kind we love to partner with). But because we felt that trust from the outset, we were empowered to make a bold strategic suggestion that pushed KFC ahead of the competition and completely transformed the way it delivers content.
I’m proud to say that the partnership has only grown from there. Now, we work closely with KFC and its creative agency partners to take hero ideas and translate them into Halo content across every channel. Our role spans signage, drive‑thru experiences, menus, digital banners, animated takeovers, and more. We’ve produced millions of assets together while streamlining processes and increasing campaign speed.
Last year marked 60 years of KFC in the UK, which saw us further strengthen our collaboration with the brand to help celebrate this special occasion. As part of this, we supported with the creation and design of KFC’s 60th Anniversary Economic and Community Impact Report in 2025 — a deeply meaningful piece of work that was ultimately presented in UK Parliament. The launch of this report coincided with the announcement of KFC’s £1.5 billion growth plan in the UK and Ireland, representing a huge moment for the brand. To be trusted with a project of that significance at a milestone moment of the brand’s journey in the UK is something our team remains incredibly proud of.
Of course, it’s a bonus when you get to work with a team of genuinely lovely people, and that’s what we’ve found with KFC. Culturally, our two businesses are a perfect fit, and that’s been a major factor in the longevity and success of the partnership. Long may it continue!
Final thoughts: Embracing a transformative mindset
In the age of AI, transactional client-agency relationships are becoming obsolete, as the most successful brands instead seek out strategic, AI-powered partners whose role is to drive fundamental operational change.
Short-term thinking will get you nowhere in 2026. AI is transforming not only what content looks like, but the entire ecosystem that supports it. Stability, clarity, and strong partnership structures are fast becoming competitive advantages, driving lasting change and real ROI.
You don’t need more partners, each producing content for different channels and markets. You need the right partner that has the team and technology to support you across your entire operational model — unifying AI, strategy, content, data, and channels into a consistent, efficient backbone for your marketing.
A partner who helps you operate smarter, deliver faster, and build for what’s next. A partner who cares and who is passionate about you, your brand, and your teams, and about delivering success through exceptional customer service.
And with that foundation in place, transformative work becomes not just possible — but expected.
ITG is the marketing partner you need to drive real transformation in the AI age. Discover more — fill in the form below to get in touch.