Marketers are turning less to media agencies for strategic advice in favour of in-housing data and media capabilities, putting agencies at risk of “losing their positions as owners of consumer insight” and becoming mere “executioners” of brand campaigns.
According to the second Media2020 report by Media Sense, ISBA and IPSOS Connect – which surveyed 250 senior British marketers – there has been an uptick in respondents stating that they will use fewer agencies in the future compared with the first survey, conducted in 2015.
In fact, 62% of marketers now agree they will use fewer third-parties, up 4% in two years.
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Source: The Drum
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