Steven Wales
Steven Wales is the chief revenue officer at Decideware Inc. He previously honed his marketing agency management skills at Mars Chocolate. For more than 15 years, Steven has been helping advertisers better manage the spend and performance of their advertising agencies. Steven has spoken at industry events around the world, authored white papers on agency management, and provides insights from the client-side perspective. You can connect with Steven on LinkedIn.
Recent content by this author:
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What Happens When Marketers Fail to See the Forest for the Trees
Partner Content October 28, 2025A micro-analytics approach, or single "tree" view, to marketing and advertising is valuable, but it risks missing the broader perspective of the "forest." Macro analytics — an aggregated look across all brands, agencies, and regions — can reveal strategic opportunities that individual scope reviews simply cannot.
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The Transformative Role of the Creative Brief in Agency Spend Management
Partner Content January 30, 2025In an industry where every dollar matters, the synergy of process between the annual scope of work, detailed creative brief, and regular budget reconciliations offers a path to sustainable success, with benefits that drive efficiencies and better creative output.
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