Survey from Modern Marketing 2017




When broaching the topic of the changing role for agencies in a world of modern brands as part of our Modern Marketing 2017 event, we first made it our mission to strike at the heart of the issues. To do this, we first had to ask the industry what they saw as the biggest and most pertinent. We asked 50 client CMOs and 50 agency CEOs their take on several key statements and below are the results:


Finding one:

“Senior client-side marketers today want fewer agencies on their roster than in previous years.”


Finding two:

“Senior client-side marketers today look to their agencies for transformational ideas, rather than channel specific content.”


Finding three:

“Senior client-side marketers today believe that agency structures, processes and pace of delivery are developing at the rate their own brand’s needs are evolving.”


Finding four:

“Senior client-side marketers today believe that over the next 3 years they will gravitate to a more ‘full service’ model from agencies (e.g. one agency to deliver creative, media, pr, customer experience, loyalty and activation etc).”


Finding five:

“Senior client-side marketers today believe that over the next 3 years agencies will need to adapt their business models, and as such are more open now to new and innovative models of remuneration.”


Finding six:

“Senior client-side marketers today believe that over the course of the next 3 years they will in-house more of their marketing activity (at an increasingly strategic level).”


Contributors include:

  • Barclaycard
  • Britvic
  • Microsoft
  • Virgin Holidays
  • Aviva
  • ITV
  • Channel 4
  • Bacardi
  • AG Barr
  • TBWA London
  • Bright Blue Day
  • We Are Social
  • BMB
  • MBA
  • Publicis
  • Amplify
  • Ogilvy
  • Mr President