Welcome to the latest Agency Wire, where we follow major trends in the communications and marketing industry.
Is Your Agency Ready for the Experience Future
In this month’s report, we look at the latest survey from Adobe and eConsultancy on the Future of Agencies. In their study, they interviewed 500 senior agency leaders in the US, Europe and Asia Pacific, and sought answers to how agencies have to evolve. 22% saw the need to deliver Customer Experiences better as the number one factor for change. The study looks at the need for transformation in Data, Technology, Skills and Culture, and sights examples such as Digitas LBI’s Digital Lab with Astra Zeneca as an example of best in class. The report only devotes half a page to agency compensation, but at least captures it right, that agencies need to migrate away from hours based work.
PHD continues to hold the number one spot among media agencies, while the loss of Johnson & Johnson contributed to OMD falling from the third spot to number 11. Starcom MediaVest was the fast climber among media agencies this month, off the back of the BMW China, Visa Global, and the Heinz US brands wins.
To see all the global, regional and local tables, click here.
R3 is a global marketing consultancy focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world's top twenty global marketers.
Through our regular "AgencyScope" research, now covering more than 1,000 marketers in China, India and other markets, we are learning about true client preferences for the best local agencies in each market and helping agency holding groups form strategic partnerships with the best local agencies.