Survey claims just 1 in 5 Aussie marketers think their agencies are ‘extremely effective’
Miller
Only one in five Australian marketers ranks their agency in the top tier of “extremely effective” on overall performance, according to a new study.
Liz Miller senior vice president of marketing at the CMO Council, who conducted the annual survey across APAC in conjunction with Adobe, told Mumbrella the statistic is a sign of why many marketers are looking to increasingly take keys parts of their marketing services, such as digital, inhouse.
“It does concern me but it doesn’t surprise me”, said Miller. “I think what we are seeing with the agency reaction is more to do with marketers redefining why they are bringing agencies on and what value they are looking for from their agency partners.
Perhaps the survey should also have asked what agencies think of clients. I doubt the numbers would be any different. Moreover, I smile when I see media and creative suppliers being lumped together as ‘agencies’. Clients rubbed their hands with glee when creative and media ‘unbundled’ back in the 1980s. Now, they’re paying the price because what they got rid of are the generalists, people who got the big picture, not just some narrow aspect of media buying or digital technology. Instead, clients have been forced to adopt that role themselves and very few of them have the breadth of understanding or experience to manage it. Certainly not 1 in 5.