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%).
Ryan Kangisser, Managing Partner, Strategy at MediaSense comments, “The study reveals some promising findings about the progress brands are making through their transformation programmes. However, as brands become more self-sufficient and agile in how they operate, they are looking to their agencies to compliment more closely their model and provide the supplementary capabilities which help them to deliver growth. Against the backdrop of Covid-19, this desire will only grow stronger.”
Andrew Lowdon, Director of Agency Services at ISBA said, "Media 2020 highlights the desire for CMOs to transform their media models whilst outlining the many challenges they face in achieving their goals. If we are to bring about much needed change as an industry we must work together to form more agile and responsive partnerships – a topic that resonates with ISBA’s members."