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Insight/ Market Research

More Gain, Less Strain: Optimizing Marketing Partner Performance And Value In A Digital World

The marketing shift to digital, social, and mobile channels is significantly impacting agency relationships, compensation models, and use of marketing technology and measurement systems, according to the new CMO Council report on client/agency effectiveness—dubbed “More Gain, Less Strain.” In fact, just 9 percent of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age, in contrast to 22 percent who view their agencies as struggling to transition their business models and service offerings. Another 51 percent of the 250-plus senior marketers surveyed in the CMO Council study see their agencies as playing catch-up with regards to new technology, or acquiring but not integrating digital marketing capabilities.

Download executive summary of report (PDF; registration required).

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