This document discusses key trends impacting the future of marketing and agencies based on surveys of marketing and agency professionals. Some of the top trends include an increased focus on measurement, ROI, and demonstrating the value of ideas. Big data and programmatic media are also seen as major trends. While agencies and clients agree on the top trends, they disagree on the level of response from agencies. The document outlines a framework for effective marketing including big insights, purposeful positioning, and total experience. It discusses how high-performing agencies and those adapting to trends excel in these areas through capabilities like data analysis, collaboration, and attracting millennial talent.
34. Agency Profile
Independent Part of Holding Other
TypeWork Experience
<5 Year 5-15 Years 16-25 Years >25
Current Position
Board/EVP/SVP/C-Suite VP/Director/Head
Manager Other
40. Agency & Client Agree on Top Trends …
50
38
54
43
0
20
40
60
Increased focus on
measurement, ROI, and
demonstrating the value of ideas
Big data (e.g., media buying
based on big data)
Agency Client
41. Top 3 trends that will impact the future role of agencies
50%
38%
31%
28%
27%
25%
25%
17%
17%
15%
11%
10%
6%
54%
43%
44%
3%
19%
23%
30%
11%
28%
14%
18%
10%
6%
Increased focus on measurement, ROI and demonstrating the value of ideas
Big Data (e.g. media buying based on big data)
New providers of ideas (e.g. Idea Boutiques, Crowdsourcing, Facebook, Twitter)
New agency revenue streams (e.g., New Products, Experiences, Cultures)
Convergence of idea providers - 'everybody doing everything'
Collaboration - within and across the agency, and inter-agency
Insights that drive creation of messaging and ideas
Generation Y - Millennials as employees, recruiters and idea generators
Budget restrictions, cost-cutting
The commoditization of creativity
The rise or changing role of In-house agencies
The power of procurement
Agency and network mergers
Agency Client
42. … But not on Level of Agency Response
49
35
51
19
14
26
0
20
40
60
Strategy Structure Capabilities
Agency Client*Top 2 boxes - % who responded “more radical/radical”
43. No meaningful differences between how Independent
vs. Holding are responding
51
34
52
46
39
50
0
20
40
60
Strategy Structure Capabilities
Independent Part of Holding
*Top 2 boxes - % who responded “more radical/radical”
44. Agency size was not a driver when it comes to
top trends
51%
33%
25%
28%
29%
27%
27%
19%
17%
17%
6%
5%
18%
49%
33%
31%
31%
28%
24%
23%
17%
16%
16%
13%
12%
7%
Increased focus on measurement, ROI and demonstrating the value of ideas
New providers of ideas (e.g. Idea Boutiques, Crowdsourcing, Facebook, Twitter)
Convergence of idea providers - 'everybody doing everything'
Big Data (e.g. media buying based on big data)
Collaboration - within and across the agency, and inter-agency
Insights that drive creation of messaging and ideas
New agency revenue streams (e.g., New Products, Experiences, Cultures)
Generation Y - Millennials as employees, recruiters and idea generators
The commoditization of creativity
Budget restrictions, cost-cutting
The power of procurement
Agency and network mergers
The rise or changing role of In-house agencies
Small Creative Agency Large Creative Agency
45. No meaningful differences between how small
versus large agencies are responding
49
25
51
38
35
50
0
20
40
60
Strategy Structure Capabilities
Small Creative Agency Large Creative Agency
*Top 2 boxes - % who responded “more radical/radical”
46. Media agencies are more focused on measurement
and big data than creative agencies
49%
33%
33%
27%
27%
26%
26%
17%
17%
17%
12%
9%
6%
60%
12%
68%
28%
38%
16%
16%
18%
20%
2%
0%
18%
4%
Increased focus on measurement, ROI and demonstrating the value of ideas
New providers of ideas (e.g. Idea Boutiques, Crowdsourcing, Facebook, Twitter)
Big Data (e.g. media buying based on big data)
Convergence of idea providers - 'everybody doing everything'
New agency revenue streams (e.g., New Products, Experiences, Cultures)
Collaboration - within and across the agency, and inter-agency
Insights that drive creation of messaging and ideas
Generation Y - Millennials as employees, recruiters and idea generators
Budget restrictions, cost-cutting
The commoditization of creativity
The rise or changing role of In-house agencies
The power of procurement
Agency and network mergers
Creative agency Media agency
61. 38
33
45
42
30
32
34
36
38
40
42
44
46
48
50
We have right data and analytics available to
measure marketing effectiveness
We are able to leverage all data
and analytics available
to improve our marketing effectiveness
Underperform Overperform
Big Insights
Purposeful Positioning
Total Experience
69. Big data is important, but what role will the agency play?
48 49
35
60
0
20
40
60
Our agency has the right data and analytics
available to meausre effectiveness
Big data will help demonstrate the value of
creative ideas
Agency Client
70. Media agencies are more confident in their ability
to lead the way when it comes to data
45 46
68 68
0
20
40
60
Our agency has the right data and analytics
available to measure effectiveness
Big data will help demonstrate the value of
creative ideas
Creative Media
71. Agencies Think They Get It … Clients aren’t so Sure
45
35
20
40
60
Our agency has sufficient capability in data analysis and
analytics
Agency Client
72. Media agencies think they have the edge
41
66
0
20
40
60
Our agency has sufficient capability in data analysis and analytics
Creative Media
82. Not clear that Agencies are purposeful
51
38
20
40
60
The positioning of our agency is societally purposeful
Agency Client
83. Again, Over-Performers Win
79
53
57
72
46
48
20
40
60
80
Our agency has a clear positioning The positioning of the brand or organization I
work with is societally purposeful
The positioning of our agency is soceitally
purposeful
Over-performers Rest
92. Agencies Going from Silos…
Big Insights
Purposeful Positioning
Total Experience
Agency
Lead
Client
Lead
Creative
Board
Finance
Planning
Integration
R&D
Executives
Finance
Marketing
Digital
93. To Connected Networks
Big Insights
Purposeful Positioning
Total Experience
Account
Manager
Client
Contact
Creative
Board
Finance
Planning
Digital
R&D
Executives
Finance
Marketing
Digital
102. Winning Clients are Collaborating with More Agencies
Big Insights
Purposeful Positioning
Total Experience
Source: Marketing2020 Data
55
33
0
20
40
60
% that works with more than 5 agencies
M2020 Over-performers M2020 Under-performers
103. Lack of Clarity on Roles is a Major Issue Challenge
34
45
32
41
38 38
20
40
60
Internal Agency Role Clarity Agency-Client Role Clarity Agency-Agency Role Clarity
Agency Client
Big Insights
Purposeful Positioning
Total Experience
104. Over-Performers are ahead, but there is room to improve
36
50
39
34
43
27
20
40
60
Internal Agency Role Clarity Agency-Client Role Clarity Agency-Agency Role Clarity
Over-performers Rest
Big Insights
Purposeful Positioning
Total Experience
109. Where do agencies stand when it comes to Millennials?
56
28
10
30
50
70
Our agency is successfully
attracting, developing, and
retaining Millennials
Agency Client
55
62
10
30
50
70
Our agency is successfully
attracting, developing, and
retaining Millennials
Creative Media
60
44
10
30
50
70
Our agency is successfully
attracting, developing, and
retaining Millennials
Large Creative Agency
Small Creative Agency
110. Over-Performers Win with Millennials
Big Insights
Purposeful Positioning
Total Experience
70
49
30
50
70
Our agency is successfully attracting, developing, and
retaining Millennials
Over-performers Rest
116. Clear Career Paths
Big Insights
Purposeful Positioning
Total Experience
75
64
40
60
80
There is a clear career path for me
Over-performers Rest
* % Fully agree/ agree
118. Agencies Feel Equipped – Clients Not Convinced
42
23
10
30
50
Current Capability vs. 5 year Requirements
Agency Client
Big Insights
Purposeful Positioning
Total Experience
119. There are Some Clear Areas to Focus on
54 52
47
51
61
44
30
50
70
Branded Content Creation Mobile Digital and Social Media
Advertising
Agency Client
Big Insights
Purposeful Positioning
Total Experience
120. What are the capabilities for the future?
77%
54%
52%
47%
42%
40%
34%
31%
28%
24%
18%
15%
14%
13%
9%
1%
1%
48%
51%
61%
44%
40%
60%
35%
30%
33%
14%
14%
24%
15%
16%
10%
6%
0%
Data analysis and analytics
Branded content creation
Mobile
Digital and Social Media advertising
Consumer understanding & insights
Consumer/customer engagement
Big creative idea development
Brand strategy
Consumer/customer touch point planning
New business model development
Product or service innovation
Brand positioning
Shopper marketing/Retail experience
Apps creation (e.g. native advertising)
Public relations/Crisis Management
Advergaming
Other
Agency Client
121. Differences between capabilities that Media vs.
Creative are focusing on?
75%
52%
49%
47%
42%
40%
37%
34%
27%
24%
17%
17%
14%
13%
10%
1%
1%
90%
62%
74%
44%
24%
58%
16%
12%
38%
26%
2%
24%
6%
20%
2%
0%
2%
Data analysis and analytics
Branded content creation
Mobile
Digital and Social Media advertising
Consumer/customer engagement
Consumer understanding & insights
Big creative idea development
Brand strategy
Consumer/customer touch point planning
New business model development
Brand positioning
Product or service innovation
Apps creation (e.g. native advertising)
Shopper marketing/Retail experience
Public relations/Crisis Management
Advergaming
Other
Creative agency Media agency
122. What capabilities are over-performers focused on
developing?
80%
53%
50%
48%
44%
43%
38%
30%
28%
22%
22%
16%
10%
9%
6%
1%
0%
76%
40%
56%
51%
41%
47%
33%
31%
29%
15%
23%
17%
16%
12%
11%
1%
1%
Data analysis and analytics
Consumer understanding & insights
Branded content creation
Mobile
Consumer/customer engagement
Digital and Social Media advertising
Big creative idea development
Brand strategy
Consumer/customer touch point planning
Product or service innovation
New business model development
Brand positioning
Shopper marketing/Retail experience
Apps creation (e.g. native advertising)
Public relations/Crisis Management
Advergaming
Other
Overperformers Rest
123. Clients are not entirely convinced how equipped
the agency is
42
23
0
20
40
60
% "very good/world class" agency capability vs. 5 year requirement
Agency Client
124. Over-Performers are More Equipped
54
34
0
20
40
60
% who rate agency's capability "very good/world" class
vs job requirement 5 years from now
Over-performers Rest
Big Insights
Purposeful Positioning
Total Experience
126. … and better
60
48
20
40
60
% who rate quality of training program >6 (scale of
1-10)
Over-performers Rest
Big Insights
Purposeful Positioning
Total Experience
131. Clients want agency leadership to step up their game
58
41
20
40
60
80
Our agency's senior management sufficently understand social and digital marketing
Agency Client
132. Media leadership is already doing it
55
80
40
60
80
100
Our agency's senior management sufficently understand social and digital marketing
Creative Media
141. You are Admired
69% of consumers think that
advertising has the power to
change the world*
Source: McCann “The Truth
About Advertising” –
Transformation 2013