The average agency is caught between two briefs. The client wants campaigns. The client also wants to know what the competitor did, what changed in the sector and what it means for the P&L. Standing up internal research does not scale across twenty accounts. Handing it to a consultancy is giving away the strategic conversation. MCI — Globodain’s market / commercial intelligence — is the third path: a signal layer the agency packages. The commercial relationship does not move.
The gap media spend does not cover
An agency that is excellent at media and creative still improvises “what is happening in your market” with LinkedIn screenshots and an intern. The client notices. They start asking for “a more strategic partner”. That is when a consultancy walks in or the account leaves — not because of a bad ad, because of missing substance.
Substance is not a press clipping. It is a sector fact, put in context, ready for you to write the advice in your voice. That is what MCI produces. You decide whether it becomes a workshop, a newsletter or a founder thread.
What MCI is — and is not
MCI watches competitors, trends and signal that matters to the account’s vertical. It is not an automatic clipping engine. It is not a community manager. It is not SEO. Globodain does not compete for the campaign invoice. If that is unclear at kickoff, the partnership does not start.
Packaging to the end client is agreed: reports under the agency brand when the contract says so; the platform is Globodain. White-label of delivery, not of hidden technology. A sophisticated client asks who produces the signal. The honest answer closes more than a covered logo.
How it is billed and how the account is not stepped on
MCI activates per client, with a low floor (from €35/month per account in the commercial narrative; the final price is in the proposal). Technical accompaniment — if the account wants product, a chatbot, data — enters through Orbit, same owner. The agency introduces. We do not open a parallel commercial thread with “their” client to sell ourselves separately.
If an account is Fintech or LegalTech and what they want is to adapt systems, the bridge is Orbit, not more market clippings. Mixing intelligence with regulatory implementation without saying so is how trust with the agency breaks.
A typical month, without theatre
You agree the vertical and the competitors that matter. MCI delivers signal. You choose what gets published and in whose voice. If the client asks “what do I do with this?”, the answer is yours. If they ask “can I cross this with my sales?”, Ask Intelligence or Etedata enter — again, introduced by the agency.
The scenarios we use on the marketing landing (legal, retail, health, industry) are composites: the pattern repeats, brands are not published. If you want a named case, we need permission and real figures. Until then, we do not invent logos.
When you are not a fit
If you sell “intelligence” as a monthly PDF written by a junior and do not want that to show. If you want Globodain to speak to the end client as if it were your account. If all the client wants is cheaper media. In those three cases the partnership is noise.
If you want to keep the strategic conversation without hiring a department, and you will say where the signal comes from, write to us. The operational proposal lives on Collaborations; the argument lives here and on the marketing landing.