Business development and lead generation group RSW/US recently released new research examining traits marketing agencies need to nurture to “future-proof” themselves for the evolving industry. The data point out both emerging marketer needs and factors agencies need to recognize as they compete for new business.
“62% of marketers report they are consolidating agency resources and expect this trend to continue,” said Mark Sneider, owner and president of RSW/US, in a news release. “On the agency side, 88% say they plan to become more aggressive in their new business development efforts. These dynamics combine for higher competition for fewer new opportunities.”
Higher competition, plus the rapid evolution of marketing technology and ever increasing pressure on marketing executives to improve ROI are creating entirely new dynamics in agency/marketer relationships, according to Sneider.
“For example,” he says, “the day of the full service agency that is just a do-er and not a proactive partner is long gone. Marketers expect and need agency partners who are forward-looking, strategic and truly proactive. Our infographic illustrates these needs through traits associated with certain animals. It’s data-driven information, presented in a comparatively entertaining way.”
In all, the Agency of the Future infographic presents survey data by way of eight traits associated with an animal known for such characteristics. RSW/US has supplemented the infographic with a video series that provides further data about the traits agencies need for success in a rapidly changing industry.
“Each year since 2005, we have conducted industry surveys that glean insight from key executives on both ‘sides’ about trends that impact the way brands go to market and the way agencies and marketers work together,” said Sneider.
The data comes from surveys RSW/US conducts with agency and marketing executives annually. See more information here
Source: PR Newswire; edited by Richard Carufel