The Future: Agencies Not Able To Offer Proper Full-Service As CMOs Take Charge

The Future: Agencies Not Able To Offer Proper Full-Service As CMOs Take Charge
SHARE
THIS



The future for brands and their agencies will see the chief marketing officers handling the brand experience rather than waiting for the agency to figure it out, as well as agencies not delivering a functional “one-stop shop” for clients. At least, that’s the view of the latest Forrester predictions for next year.

The Predictions 2016: The New Benchmark for Brand Management report released by Forrester yesterday outlines how CMOs are now going to be the ones managing agency ecosystems.

As the number of agencies brands use has ballooned out – besides just the ad and media agencies, there’s now social media agencies, digital agencies, experiential agencies and more – it’s meant marketers have been struggling to figure out the role they play when trying to juggle it all.

“And while the industry is moving toward consolidation — as shown by an increase in requests for proposals for all-in solutions — we don’t believe that agencies will be able to expertly offer a one-stop shop,” the report states.

Forrester predicts, and believes marketers should, stop looking for the one integrated agency to do it all, and instead figure out a way to manage all the agencies they have.

“Each agency partner has a specific role in crafting a connected experience, and by focusing on a stable core set of strategic partners, the agencies have built a healthy working relationship with each other and the brand.”

Similarly, the report said trying to get all the agencies to work together harmoniously is difficult, and is up to the brand to coordinate it internally.

“CMOs must create a strong centralised role to manage not only agency relationships but also the process in which agencies are screened and evaluated.”

And Forrester highlights it will be these marketers who effectively manage the agencies whose brands will come out on top, and will “stop relying on agencies to figure it all out”.

 

Please login with linkedin to comment

Advertising Standards Bureau aussies on facebook guy kawasaki Lagavulin Sphere Agency

Latest News

Study: Aussie Metro Radio Numbers Up 2% To 11.1 Million In 2020
  • Media

Study: Aussie Metro Radio Numbers Up 2% To 11.1 Million In 2020

The Australian metropolitan commercial radio audience grew by two per cent to nearly 11.1 million listeners in 2020, in a year dominated by COVID-19 which saw the number of people listening at home jump by eight per cent to 6.4 million. Commercial Radio Australia’s annual listening summary, based on an average of the five official […]

Aussie Indie Agencies Forecast Staff & Revenue Boost for 2021
  • Advertising
  • Media

Aussie Indie Agencies Forecast Staff & Revenue Boost for 2021

Independent media agencies are predicting a strong recovery from the effects of COVID-19, forecasting an increase in staff and revenue in 2021, according to data from the Independent Media Agencies of Australia’s (IMAA) second Pulse Survey of its members.

HeartKids Unveils New Identity, Via Brand And Design Agency Hulsbosch
  • Marketing

HeartKids Unveils New Identity, Via Brand And Design Agency Hulsbosch

Australian congenital heart disease profit-for-purpose charity HeartKids has launched a new brand strategy, identity and logo created by independent brand and design agency Hulsbosch. Leaders in the fight to conquer congenital heart disease, HeartKids aims is to raise awareness of the disease, as well as enhance the conditions’ profile as a health priority to a […]

Kid’s Site Launches New Service To Better Connect Brands With Kids
  • Marketing

Kid’s Site Launches New Service To Better Connect Brands With Kids

TotallyAwesome, the Asia Pacific’s most advanced forum for kids and brands to safely interact via the internet, is launching a new service for brands to connect with young audiences. The business has also engaged an eminent Melbourne-based paediatric psychologist to assist with appropriate brand and audience connectivity. The new service, called AwesomeLTV, is an acceleration of TotallyAwesome’s abilities to […]

Stan Original Series ‘Rupaul’s Drag Race Down Under’ In Production
  • Media

Stan Original Series ‘Rupaul’s Drag Race Down Under’ In Production

Nine Entertainment SVOD service Stan has revealed its original series, RuPaul’s Drag Race Down Under, will be arriving to the platform in 2021. The eight-part, first-ever local adaption of the global hit series will see “the most fabulous” and “fierce” local drag queens compete to be the first ever Down Under Drag Race Superstar, Stan […]

Berlin, Germany - 05 28 2016:  Apple iPhone 6s screen with social media applications Facebook, Instagram, Twitter, Google, Youtube, Snapchat, Vimeo, LinkedIn, Pinterest, WhatsApp etc.
  • Opinion

Social Media: Does Its Value Equal The Hype?

In his first post for 2021, B&T regular Robert Strohfeldt points his magnifying glass at digital media’s hype and argues it’s possibly not cracked up to all it purports to be… In the past few months, I have seen many CVs of young graduates seeking a career in marketing and/or advertising.  I could fool myself […]

Opinion

by B&T Magazine

B&T Magazine
Integrated Marketing Agency, McCorkell, Wins Spot In Global Rainfocus Partner Program
  • Marketing
  • Technology

Integrated Marketing Agency, McCorkell, Wins Spot In Global Rainfocus Partner Program

B2B marketing agency McCorkell has announced that it has been appointed an official Asia-Pacific partner of RainFocus, the next-generation event marketing and management platform. The collaboration will see both companies come together to shake up the end-to-end event service model across APJ. “As the only true integrated event marketing and management platform servicing everything from […]