Most businesses have to work with marketing agencies, regardless of whether they like it. Agencies are hired to help businesses grow, but in reality, there is often a big gap between the client and the agency. Paul Fitzgerald, the founder of Barking Dog Marketing and a 20-year veteran of corporate marketing, says the problem is simple: "The truth is that 99% of agencies out there have never been in the client's shoes."

Fitzgerald says that this gap in experience makes agencies focus on execution, like SEO or paid ads, without really understanding the business strategy behind it. He saw this problem firsthand while managing marketing budgets worth millions of dollars for big brands like LG, Daikin, and Thermos. In 2017, he quit his job in the corporate world to start a new kind of agency based on the "dual perspective" of having been both the client and the service provider.

Barking Dog wasn't just founded so Fitzgerald could start his own business or because he just wanted to be an entrepreneur; he did it because he was frustrated. He worked in high-level marketing jobs for 20 years and saw agency after agency fail to........

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