“The [agency] model is built around four pieces of content that take four months to develop and cost $2 million each. It’s not a sustainable model.” – Brad Jakeman, President, PepsiCo Global Beverage Group
Despite the changing nature of marketing and the new consumer, advertising agencies have remained remarkably resistant. The fundamental advertising model has changed little in the past 10-20 years. Yet this model is proving unsuitable to cope with today’s need for speed and agility in marketing campaigns.
Faced with the growth of digital channels that require a quicker response, combined with the requirement to do more with less, marketers are starting to bring more marketing resource in-house.
If marketing has changed more in the past 5 years than in the past 500, why haven’t marketers changed the way they work with agencies?
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IN THIS REPORT WE DISCUSS RESEARCH AROUND THE FOLLOWING:
– The changing marketing landscape and the challenges on marketers’ minds.
– The growing demand for the marketing function to be more agile.
– The role of agency partners in the future.
– Why a large number of brands are bringing previously outsourced skills back in-house.
– The rise of a new type of client-agency relationship.