Who ultimately manages the brand?

A few years ago while attending a Hispanic marketing conference, I stated during a Q&A session that a brand manager or director should never relinquish his or her stewardship of the brand to the brand’s Hispanic media agency. Later that day at the same conference, a prominent Hispanic media executive (from a well-known Hispanic agency that has recently seen some hard times) responded by saying that “that brand manager should look for a new Hispanic agency.”

Now, a little bit of context. Back then I was on the client side, working as a Senior Brand Manager. Today, I work at an agency. My role has changed but not my opinion.

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