Plugging the client-agency gap
A growing number of multinational marketers aren’t happy with their agencies’ methods of operation and want to overhaul the way they work together
New research has found nearly three-quarters of major multinationals are reviewing their ad agency arrangements, looking at whether they have the right mix of agencies and capabilities in their external partners. "The Future of Agency Rosters", by the World Federation of Advertisers and strategic partner The Observatory International, has found many clients recognise that their agency roster set-ups are not working effectively. The findings are based on responses from 50 multinational marketers representing a global ad spend of more than $69bn. John Little, regional managing partner for The Observatory, says that marketers are increasingly "time-starved" and faced with more demands with dwindling resources. Managing multiple agencies, he says, is complex and time-consuming, which is driving a desire for simplification. Marketers, says Little, are also looking for agency partners who understand customer journeys.
So if this is a global trend, what effect is it having on SA netw...