Leverage your agency partnerships in ways that improve in-house digital capabilities.

The SoDA Report 2020 is now out. With a collection of some of the greatest minds and opinions in digital, Matt Griffin CEO of Deepend Group talks to us about what it means to build a great agency team and how business' can leverage their agency relationships to improve their own in-house capabilities.

He likens it to "putting a digital production team together is a lot like starting a band".

"You can audition dozens of singers, guitarists, drummers, and bass players, but you are not going to sell out any stadiums until you find the line-up that “sings.”

"It’s not just the technical skills that matter. Every member has to contribute something unique and mesh well with their team when performing. Being the “best” instrument player is often less important than being the right player."

"Organisations moving creative disciplines in-house often run into the same situation. Hiring purely for technical talent leaves important parts of the equation out of the process."