This is not such great news, if you are an Agency… but coming from the Agency world I can understand the Clients’ frustration in the current marketplace. There are all these new marketing channels and companies popping up with expertise in them or established expertise and brands are looking for their help. The Client must ensure their brand message doesnt become fragmented and that the Agencies are playing nice with each other, which doesnt always work when each one is fighting for their ideas and visions. On the other hand, barring the “big guys” can one Agency truly be everything to everyone and cover all the bases?
Ive worked on giant accounts where the Client has multiple agencies and each one has a segment of their account – think Coca Cola, Citibank, Bacardi etc. But if each agency also had a digital, social, mobile and electronic marketing component that had to be cross referenced and managed by the Client’s marketing dept – I see how that could get very out of control very fast. I dont know what the answer is, but I would strongly suggest if you are in this situation as a marketer, you find some way to make that experience simpler for your Client, before they simplify and remove you from the equation.
CMOs Using Less Agencies, More Collaboration
by Steve McClellan,
Most of the marketing executives taking part in a recent survey indicated that their companies would be working with fewer advertising and marketing communications agencies in the future.
The agencies that marketers do hire will work in more collaborative ways with both their agency roster teammates and their clients. That’s according to a new study from digital communications firm The Horn Group (THG) and Kelton Research.
THG commissioned Kelton to poll 265 CMOs and marketing directors in May via online surveys. The research firm also spoke at length with seven C-level marketing executives for added insights and context.
Nearly three-quarters of those who took part (70%) said they believed their firms would be working with fewer agencies within the next five years. When asked why, nearly half (49%) cited the lack of time to manage multiple agencies, while almost as many (48%) pointed to reduced budgets.
Continues at: MediaPost Publications CMOs Using Less Agencies, More Collaboration 08/09/2011.
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- Why CMO-ToGo? (cmo-togo.com)
- How Agencies Should Help the Global CMO (greatfinds.icrossing.com)
- CMOs ramping up budgets, but accountability is key (bramvangrimbergen.wordpress.com)
- Research: 2/3 of CMOs Prefer Working With Smaller Firms (mediabistro.com)
- 10 Great Expectations: What CEOs Want From Their CMOs (bjconquest.com)
- How CMO’s Should Budget Social Media? (viralblog.com)
