Digiday Research: 69% of marketers aren’t looking to use consultancies for ad agency work
Most marketers don’t have plans to use consultancies and their agency services over the next six months. In a survey of 47 brand marketers by Digiday Research this fall, the majority of respondents said they have no plans to use consulting firms’ agency services for brand strategy, creative production, media planning or strategy or media buying.
Only 17% of respondents said they’re currently using consultancies for any of this type of work, while 14% said they plan to use them for any of this type of work within the next six months.
While consulting firms have made inroads into agency services, many on the agency side claim that the “threat” is overblown — that they don’t run into many consultancies during pitches, for example.
It’s an assessment WPP made back in 2017, when it said in an earnings report that the impact of consultancies on the industry is an overhyped trend. And it’s something that’s come up previously: Brands are finding that consultants aren’t able to clearly execute on turning certain issues into actual actions that will change a business.
“There’s a certain arrogance that goes with the consulting firms that have the ear of the C-suite because they know as a senior marketer you sit outside of that,” one executive told Digiday. “Even though they’re not experts when it comes to media and advertising, they’re able to get away with it because of the position they have.”
It’s true that who does the work is shifting: Among respondents to Digiday’s survey, for example, only 17% of respondents said they were “mostly using agencies” for marketing tasks. No respondents said they’re 100% relying on agencies. More than half said they are managing marketing mostly in-house.
‘We’re letting Facebook grade their own homework’: Here’s how advertisers’ desired changes differ from overall boycott
The overall goals of civil rights advocates organizing the boycott differ slightly from those of advertisers.
How Facebook’s brand safety audit with the Media Rating Council will work
The MRC audit will determine whether Facebook has applied an advertising adjacency standard into its brand safety protections.
Member Exclusive‘Are you going to put people over profit?’: As Facebook boycott continues, DTCs still running ads on the platform in a tricky spot
The Facebook boycott is part of a larger cultural shift towards a more “values-based consumerism.”
SponsoredWhy data clean rooms are a start, but not enough
Clean rooms are intended to be a “safe space” for brands to collaborate with walled gardens, but the greater opportunity for all brands is bringing together all of their data to create a single source of truth that they own and can continually enrich.
WTF is California’s new, and potentially stronger, privacy law?
In November, California residents will vote on the state's second privacy law, which is basically the CCPA 2.0
‘Influencer deals are being paused’: As Facebook boycott begins in earnest, influencer marketing feels a sting
The latest move to pause influencer marketing comes as marketers are not only reconsidering where their ads appear and the kind of content they appear next to, but as they work to figure out how they can better support Black creators and Black-owned businesses following the Black Lives Matter (BLM) protests.