Multinational marketers see a lot of room for improvement when it comes to the value of their agency partner relationships, according to the new whitepaper by the Chief Marketing Officer (CMO) Council. As the focus of the marketing industry becomes increasingly digital, ad agencies seem to struggle to respond to this development in their collaboration with brands and suppliers.
Together with Ace metrix, the peer-powered organization interviewed over twenty senior global marketers from companies such as Coca-Cola, LOreal, Kia and Hersheys and suveyed over 250 marketers involved in the supplier relationship management, performance evaluation, and procurement process.
According to the report, the CMO Council
has detected an underlying level of frustration among senior corporate marketers worldwide when it comes to agency contributions to business value creation, strategic thinking, and digital marketing development.
The report promises revealing informaton on topics such as:
- What’s influencing the use of agency resources across the marketing mix
- Where agencies are contributing the most value
- Impact on agency relations relative to digital and social marketing
- Measurements of advertising and media effectiveness
- Criteria and sources for agency consideration
- Best-practice adoption and use of ad creative scorecards, models, and tools
. .
