More than 80 per cent of ad executives say their organisation wants to take more control of their media spend, highlighting the evolving relationship between advertisers and agencies towards more of a partnership, according to research from Kantar. Half (48 per cent) of those surveyed said they strongly agreed with the statement, while just 7 per cent disagreed.
Part of the reason for this shift towards collaboration is the value in combining data and insights – three-quarters of ad executives believe that data should be used ‘by everyone: us and our agencies’.
This also helps explains the growing interest in direct-to-consumer (DTC) strategies, which can provide marketers with first-p
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