The number of marketers who no longer work with an outside agency increased by 13% in 2015, found a report from the Society of Digital Agencies.

The trend of moving work in-house is nothing new but some of the reasons are different. Namely the need for ongoing campaigns and continuity of promotions, the (real or imagined) lack of digital talent in agencies, and the growth of data has sparked CMOs to consider what activities they are outsourcing and the value or ROI of this practice.
In addition, according to Adobe, 76% of marketers think marketing has changed more in the past two years than in the past 50.

So are agencies moving fast enough to keep up with this rate of change? And are they proving the ROI of their relationships? The reality is ... most likely, no. 

An evolution or even a transformation is needed for agencies. They need to re-evaluate what marketers need and take advantage of these opportunities. 

Paul Roetzer of PR 20/20 recently spoke on how to create an indispensable agency -- one that solves for marketers the technology, talent, and strategy gaps they are dealing with. Check out the below SlideShare to better understand how your agency needs to change to meet the changing needs of brands.


Originally published Nov 16, 2015 7:00:00 AM, updated February 01 2017


Agency Marketing