Tagged: agency

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Agency Leaders Were Predicting Growth in These Areas. Their Rosy Forecasts Are Unlikely to Hold Up.

While many had forecast revenue growth in 2019 in major areas, an even larger percentage of the more than 200 agency leaders surveyed by SoDA in Q4 2019 were projecting revenue growth in these areas for 2020. Some 55% of agency leaders had predicted revenue growth in digital products and services in 2020, while about half expected to see growth in standalone strategy services, website/web-based marketing experiences and data analytics and research. Read More: marketingcharts.com

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Marketers Are Looking for Innovative Ideas and Strategic Direction from Agencies

Marketers also say that agencies will be used for other martech trends such as data/content visualization, automation and AI. With the more than 250 marketers surveyed working alongside agencies in numerous areas, there are bound to be areas of friction. For some businesses, smaller agencies may fulfill this attribute best, as Globality and the CMO Club found that about two-fifths of CMOs believe the small to mid-size agencies offer more creativity than larger agencies. Read More: marketingcharts.com

‘It’s not a holding company, its a new kind of agency – driven by tech.’

THE RUNDOWN: THE HOLDING COMPANY IS DEAD, LONG LIVE THE HOLDING COMPANY: Who’d want to be an ad agency holding company CEO right now? The current to-do list, as they attempt to transform their companies from analog to digital, includes whittling down an alphabet soup of agency acquisitions into a simplified offer that makes sense for clients. The latest entrant? Little-known French company Fimalac. Read More: digiday.com

Marketers feel growing pains as in-house agencies become a necessity

In-house ad agencies aren’t really a choice anymore: Major marketers, from Procter & Gamble to Anheuser-Busch now see in-housing as a necessity. At the moment, marketers like P&G, A-B InBev, Clorox and Ally Financial, among others, are using a hybrid approach to in-housing by continuing to use agencies for some services and build up other capabilities in-house. Read More: digiday.com

After Transparency, P&G’s Pritchard Has A New Mission: Getting A Signal Into The Walled Gardens

We did consolidate into fewer shops, and we started to be more discerning in what we do – in getting the right fee structure – and then we realized we could probably do a more flexible approach, where we have fixed retainers for some, like a core agency, but give us the ability to flow in and out. On the PII part, or first-party, that’s more through our consumer relationships marketing platforms, websites, apps where we’re engaging with people, and as we do more direct-to-consumer. Read More: adexchanger.com

Digiday Research: Why the brand-agency relationship is getting increasingly worse, in 5 charts

According to Digiday research, 77% of 73 clients surveyed in April said they ended a relationship with an agency because they were dissatisfied with the quality of the work they delivered, and 45% said they cut ties because they found a cheaper alternative agency. In the second year, the agency and client are beginning to figure out what their unique relationship looks like without having to continuously sort through the work of the previous agency. Read More: digiday.com

In-House Agency Creative Content Concerns

What Content Challenges Are In-House Agencies Facing?

Recent years have seen a significant rise in the trend for brands to bring agency work in-house, with a report released last year by the Association of National Advertisers stating that almost 8 in 10 of its client-side members had an in-house agency, compared to just 42% in 2008. A more recent piece of research noted that companies with an in-house agency report that one of their challenges is hiring and retaining talent. Read More: www.marketingcharts.com

Citing conflicts, WPP won’t participate in Accenture-led ad pitches

The agency group is refusing to share its media data with Accenture for a media audit, saying Accenture could use that intel to undercut WPP’s prices on pitches for lucrative ad budgets, according to advertising sources. If Accenture is privy to the prices WPP buys its media, the advertising side of the consulting firm could potentially use that information to offer advertisers cheaper, more effective media rates during pitches. Read More: digiday.com

Brands Are Changing Their Relationships With Agencies, Bringing Work In-House

Most in-house agencies still outsource functions to external providers, according to 2018 research from the In-House Agency Forum, so agencies don’t need to necessarily view it as a threat to their existence. For in-housing to work, agency partners need to support brands in their effort and offer coaching to aid brands on their journey. Read More: www.emarketer.com