The life of an ad agency is more complicated than ever. Competition is coming from all corners, including consulting firms. And now 75% of marketers say they would hire a consulting firm for agency work, a 33% increase year-over-year. As if consultancies creeping (nay, running) into the agency space was not enough, brands are trending towards in-house media teams to own their data, technology, marketing execution, cost-effectiveness and transparency. Nearly 65% of business leaders used in-house agencies for some services in 2018, an increase of 52% from a decade ago, according to a Forrester/In-House Agency Forum survey. In addition, brands are aggressively managing costs and shifting spend into customer experience and martech, leaving less on the table for agencies.
In The Agency Battle Plan for Data-Driven Transformation, you’ll learn about:
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