Because the brands often aren't the ones executing their own marketing. Brian says "a lot of the times, maybe the brand and the retailers aren't even executing their own strategy. It's the agencies they work with," so Litecard built a platform "made for agencies as well as these brands."
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Brian found that even leading brands who loved the idea "made us work with the agencies that they work with anyway." The first real media agency relationship came through North Face: "when North Face, we went live in Australia, they said, you have to work with our media agency in South Australia, that's an external agency." His team then worked to compress the workflow — "how can we make this process like out of 100 clicks, ten clicks" — and that shaped how Litecard works with every agency since, learning that some are very technical and do the integration themselves, some are media-strategy focused and just want the tools, and some want both.