CMOs Plan to Cut Advertising Agencies by 1/3

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Two core agencies will be cut from rosters in the next two years finds new research by The BTI Consulting Group.

Cover of BTI Client Service A-Team

From the newly released BTI Client Service A-Team: CMOs Rank Digital and Traditional Agencies

Most agencies are not equipped to do this. Those who are will use this trend to their advantage by delivering what the other agencies don’t: superior service.

CMOs expect to cut their roster of advertising agencies by 33%—from 7 agencies down to fewer than 5 by 2017. In-depth interviews with over 150 chief marketing officers and marketing decision makers at Fortune 1000 organizations reveal a sharp uptick in consolidation over the next 2 years. CMOs and marketing decision makers point to the search for better service, more value, and more streamlined agency management as the main drivers for change in The BTI Consulting Group’s just-released BTI Client Service A-Team 2015: CMOs Rank Digital and Traditional Agencies.

Agencies can use this knowledge of the coming changes to build stronger, lasting relationships with large clients by delivering client-focused services. Clients’ objectives change. Whether new strategic plans are implemented, reorganization occurs, or an acquisition takes place, clients’ situations are constantly shifting. These changes impact the overall goals a client is trying to achieve. Client focus is the ability to deliver on clients’ targeted outcomes regardless of the shifting landscape.

“Most agencies are not equipped to do this,” comments Michael B. Rynowecer, President of BTI. “Those who are will use this trend to their advantage by delivering what the other agencies don’t: superior service,” continues Rynowecer.

BTI conducted more than 150 independent, individual interviews with CMOs and marketing decision makers at Fortune 1000 companies and large organizations. The complete analysis, including rankings of over 200 advertising agencies, and the 5 trends driving agency relationships to failure, is available in BTI’s new study, BTI Client Service A-Team 2015: CMOs Rank Digital and Traditional Agencies, found here: http://www.bticonsulting.com/AgencyATeam.

Find more information about this and other compelling research at http://www.bticonsulting.com or contact BTI at 617.439.0333. BTI is the undisputed leader in providing high-impact strategic client research to professional services firms and their clients.

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Michael B. Rynowecer
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