YouX Podcaster Matt Johnson interviews our founder Randy Milanovic on how Kayak's business model has shifted over the past decade towards client-centric outcomes and the convergence of agency and business consultancy.
In the spring of 2011, we shifted away from the traditional agency "done-for-you" model to a "done-with-you" approach.
In doing so, something big happened. Hourly rates and project proposals evaporated. What appeared in their place was a collaborative approach to solving challenges and helping clients grow.
For some clients, this meant better job security for their staff. And for others, it meant entering new markets or growing their share.
With Kayak's convergence of agency and consultancy models, the perception of value rose, along with client revenues. Collaborative clients no longer saw us as a vendor but as a partner and the concept of cost transformed into one of investment.
Changing "for" to "with" caused such a fundamental shift in the nature of our relationships with clients, we decided to rebrand as Kayak Marketing.