“Agency-of-record retainers are so high, and if you’re a small brand, you can’t support it. It’s much more cost-effective to do a big project when you need someone to give a strategic vision or define the look and feel and then have someone junior or in-house do the execution.”

Challenges for brands vary by category and size. At the Digiday Brand Summit in Scottsdale, Arizona, this week, brand marketers shared their various woes under Chatham House Rule, like dealing with Amazon, managing brand founder expectations and dealing with influencers.

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