Marketers and agencies are struggling to align their aims with each facing frustrations about the other. The conclusions come from the RSW/US 2015 New Year Outlook report, a survey of 123 senior level marketers and 158 marketing agency executives completed last December.
It found that marketers were frustrated by agencies with regards to things such as a lack of innovation, chasing the next shiny object, overemphasising data without understanding it and a lack of value add. There were also concerns that agencies have silos of specialisation rather than a strategy that works across all platforms.
Agencies meanwhile felt that marketers failed to take risks and had a blind belief in anything new. While agencies claim to work hard in terms of new ideas and creative thinking, they felt that many marketers discounted such ideas and compounded the problem by frequently moving agencies – meaning no loyalty or long-term relationship between the two. To continue reading please click the below link;