Corporate clients are doing their best Donald Trump imitation, telling their ad agencies that they are fired. A majority of marketers expect to make changes to their agency rosters in the next year, with the need for enhanced digital capabilities and innovation among the key drivers of this trend, a study has shown.
The CMO Council, the industry body, polled more than 550 client-side executives and found that a major housecleaning is coming.
According to the CMO Council study,
Fully 58% of participants expected to alter agency rosters in the next 12 months. For 22%, this will occur in the field of social media, beating public relations on 20% and advertising on 15%. Branding and imaging posted 11% here. For 43% of marketers, a lack of innovation and value-added thinking was the main cause of these moves, while business and campaign results logged 33% and the service provided yielded 26%.
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