A new study by Horn Group and Kelton Research finds marketing executives relying on agencies more than ever as strategic partners who will challenge them and provide streamlined services. CMOs are being more discriminating about the quality and execution of the firms they hire. While most prefer to work with smaller specialty agencies today, many execs are yearning for partners that can meet as many marketing objectives as possible under one roof. In fact, many expect to have a smaller roster of more integrated firms in the next few years, as agencies become more crucial to a successful business than they are today.
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