Chief marketing officers are seeking to identify new partnerships and agency relationships to serve shortfalls in in-house skillsets in 2024.
That’s the conclusion from management consultants MediaLink in a poll of 400 senior global marketers for its annual Marketer’s Forecast report, published at the beginning of November.
Of those polled, 36% said they foresaw creating more flexible arrangements with their agency partners, while 30% said they would be looking to add specialist agencies to their existing line-up of support services.
Margaret Jobling, group chief marketing officer at NatWest Group, said there is now increasing tension on the agency front between integration and specialism, driven by money movements in different channels, which require expertise.
She explained: “Agencies that say they can deliver every single specialism is nonsense. You’re always trading off something, somewhere.”
Michael Kassan, chief executive officer of MediaLink said we are in an “era of perpetual disruption” where we are experiencing a “profound and radical shift.”
“The pace and fury of change could provoke chaos, but marketing leaders seem to be taking it in stride,” he added.
“The headwinds at play in 2023 are among the strongest we’ve seen, but the data reveals marketing leaders are a rare breed of innovators, problem solvers, and creators.”
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