"It's a shift from the way the platform has previously worked with agencies. Typically, agencies are appointed a single Meta rep as their go-to platform exec, whom they meet with periodically to discuss what more they can get out of the platform - including new features, or whatever else the agency needs from the platform to commit more ad dollars to it."
"But as part of the collective, "Instead of an agency having access to a single rep, all communications goes to an alias, where that alias is only focused on an agency's select accounts (designated by Meta)," said another exec who has been pitched about the team. "This alias would not necessarily be supporting the full book of business by an agency.""
"In exchange, participating agencies can gain access to a rotating bench of Meta specialists and virtual training sessions aimed at improving performance for clients. Additionally, the platform will connect agencies with specialists and subject matter experts to share information needed to help drive performance for their clients. "I think having multiple trainings throughout the year with Meta helps agencies when applying those learnings to their clients," said Alana Putterman, group vp of social media investment at Basis."
Meta is introducing the Agency Growth Collective to give independent agencies pooled platform support and improvement resources. The Collective replaces a single assigned Meta rep with an alias that routes communications and focuses only on select agency accounts designated by Meta. Participating agencies receive access to a rotating bench of Meta specialists, virtual trainings, and connections to subject-matter experts intended to boost client performance. The model aims to retain agency roles while automating some tasks and centralizing specialist resources. Membership has no publicly touted minimum spend, remains open-ended, and will be monitored for participation.
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