As a part of the Media 2020 report, over 100 global marketers consisting of CMOs and Directors were surveyed
Dec 1, 2020, 11:47 IST
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Despite accelerated media transformation due to COVID-19, agency models are lagging behind clients’ expectations: MediaSense study
Dec 1, 2020, 11:47 IST
As a part of the Media 2020 report, over 100 global marketers consisting of CMOs and Directors were surveyed
- As a part of
MediaSense 's Media 2020 report, over 100 global marketers consisting of CMOs and Directors were surveyed. The survey provided a barometer for current thinking around the media industry. - The survey found that while 65% respondents thought they had the vision and leadership for
media transformation , only the minority were future-fit in key areas; technology & systems (35%), ways of working (38%) and people & skills (48%).
As a part of the Media 2020 report, over 100 global marketers consisting of CMOs and Directors were surveyed. The survey provided a barometer for current thinking around the media industry. In partnership with
COVID-19 has for provided around 30% brands an impetus to speed up their media transformation and while 45% are pushing ahead, 25% have stopped or delayed initiatives. Given that previous
The report suggests that agencies will need to speed up their own transformation process given that 57% of respondents believe their agency model is hindering their own transformational progress. Brands are frustrated by a combination of
Meanwhile, around 66% of the respondents believe that when an agency leverages data on their behalf, it has a positive impact on their performance, indicating that agencies are playing an important role in this area of progress.
There is still much work to do for brands and their advisors because even though brands are continuing on their journeys of change, still 52% believe they are behind target and the largest single reason for this delay is organisational structure (54%).
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