It's no surprise that agency and marketer relationships are changing, however 48% of marketeers say evolving brand and agency roles are making successful collaboration more difficult.
This finding comes from new research conducted by Forbes and Oracle Marketing Cloud, with the study highlighting that in order to improve results, marketers and their agencies need to focus on transforming their roles and responsibilities to improve collaboration.
The research shows 60% of brand and agency executives say their roles and responsibilities have changed significantly over the past two years, with more than a third (36%) saying that their organisations aren’t highly effective when it comes to collaborating with brand and agency counterparts to translate a marketing vision into a targeted, cross-channel program.
When it comes to roadblocks for collaboration, participants said the top challenges include: not enough reporting of results to gauge effectiveness of programs, lack of training and skill development for fully utilising marketing technology, and problems addressing different requirements in each global market.
Data also seems to be a problem in modern brand and agency relationships, with more than three-quarters of respondents (81%) being unable to maximise customer data to create new and impact marketing programs. That is partnered with only 19% of respondents being very satisfied with their current marketing technology.
As part of the report, DDB Group Korea CEO Kevin Koh said: “In order for there to be better brand/agency collaboration, we need to be sharing our data with each other…and create campaigns and strategies that will create long-lasting impact with consumers.”
Oracle VP for marketing Andrea Ward added: “As marketers we have access to more customer data and marketing technology than at any point in history, but as this study shows, fully capitalising on that data and the promise of technology is still a challenge for many brands and agencies.”
“To unlock this potential, brands and agencies need to rethink existing roles, responsibilities and processes in order to successfully mine all of today’s rich data sources, capitalise on the latest marketing technologies, enhance professional and personal skills, and balance local and global imperatives,” she says.
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