The Marketing and Advertising Agency Report 2022

How to Build the Right Partnership in the Era of Uncertainty

Report by Dave Frankland  | Sep 28, 2022
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Table of Contents
Executive Summary
Key Points
The Agency Ecosystem Is in Turmoil
The Era of Uncertainty Exacerbates the Challenge for Agencies
The Path to Success for Marketers
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
In an era of uncertainty and change, marketing and advertising agencies are scrambling to evolve and deliver value. But marketers also need to change their approach by addressing internal—as well as relationship—issues.
Topics
Advertising Agencies
Consumer Attitudes on Marketing
Worldwide
Table of Contents
Executive Summary
Key Points
The Agency Ecosystem Is in Turmoil
The Era of Uncertainty Exacerbates the Challenge for Agencies
The Path to Success for Marketers
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

The era of uncertainty has exacerbated talent and culture challenges for agencies and exposed key areas for improvement. But marketers also need to evolve their partnership approach and must address internal, as well as relationship, issues.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What are the major challenges in today’s agency ecosystem?
  2. How does the era of uncertainty impact agencies?
  3. How can marketers build successful agency relationships?

WHAT’S IN THIS REPORT? A breakdown of the challenges both agencies and their clients face and guidance for marketers on building equitable and long-lasting agency relationships.

Brand Marketers Worldwide Who Are Confident in Their Company's Ability to Measure ROI for Paid Media Channels, by Media, Jan 2022 (% of respondents)
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KEY STAT: Fewer than two-thirds of marketers are confident in the efficacy of their paid ad spend in any single channel.

Here’s what’s in the full report

3files

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4charts

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24expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. The Agency Ecosystem Is in Turmoil
    1. The Era of Uncertainty Exacerbates the Challenge for Agencies
    2. The Path to Success for Marketers
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    Brand Marketers Worldwide Who Are Confident in Their Company's Ability to Measure ROI for Paid Media Channels, by Media, Jan 2022 (% of respondents)Reasons It Is Hard to Obtain New Business According to US Agency Executives, 2020 & 2021 (% of respondents)
    Percentage of Their Clients that Have In-House Agencies According to Agency Executives in North America, Dec 2021 (% of respondents)Top 15 Personal Care Brands Worldwide, Ranked by Brand Value, 2019-2021 (billions)

    Interviewed for This Report

    Steven Abraham
    Oxford Road
    President
    Interviewed July 21, 2022
    Tom Beck
    Society of Digital Agencies
    Executive Director
    Interviewed March 11, 2022
    Louis Connor
    Kepler
    Business Development Director
    Interviewed July 18, 2022
    David Cooperstein
    Figurr
    Founder
    Interviewed November 9, 2021
    Sean Corcoran
    Mediahub Worldwide
    CEO, US
    Interviewed March 28, 2022
    Nadalie Dias
    mSix&Partners
    Chief Strategy Officer
    Interviewed July 18, 2022
    Brian Dolan
    WorkReduce
    Founder and CEO
    Interviewed July 21, 2022
    David Edelman
    Harvard Business School
    Senior Lecturer, Business Administration
    Interviewed November 16, 2021
    Chad Engelau
    Acxiom
    CEO
    Interviewed August 10, 2022
    Sanjiv Gajiwala
    Kraft Heinz
    Chief Growth Officer
    Interviewed November 29, 2021
    Wesley ter Haar
    MediaMonks; S4 Capital Group
    Co-Founder; Executive Director
    Interviewed August 11, 2022
    Kit Hughes
    Look Listen
    Co-Founder and CEO
    Interviewed July 22, 2022
    Ryan Kangisser
    MediaSense
    Managing Partner, Strategy
    Interviewed September 2, 2022
    Beth Kuykendall
    Targetbase
    Executive Vice President
    Interviewed August 5, 2022
    Giles Martin
    Oxford Road
    Executive Vice President, Strategy and Insights
    Interviewed July 21, 2022
    Jim Misener
    50,000feet
    Principal and President
    Interviewed July 27, 2022
    Leonardo Oliveira
    MediaSense
    Digital Strategy Director
    Interviewed July 28, 2022
    Keith Schwartz
    Bounteous
    Co-Founder and CEO
    Interviewed July 19, 2022
    Michael Seidler
    Madison Alley
    Founder and CEO
    Interviewed August 12, 2022
    Kim Sivillo
    mSix&Partners
    CEO, North America
    Interviewed July 18, 2022
    Marilois Snowman
    Mediastruction
    Founder and CEO
    Interviewed July 19, 2022
    Jack Teuber
    PwC
    Creative Leader
    Interviewed November 19, 2021
    Johnathan Tann
    Spring Advisors
    Partner
    Interviewed August 24, 2022
    Steven Tristan Young
    Poshmark
    CMO
    Interviewed November 19, 2021

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    authors

    Dave Frankland

    Contributors

    Ann Marie Kerwin
    VP, Content
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst
    Kelsey Voss
    Principal Analyst
    Max Willens
    Senior Analyst