This category is of particular interest because it is usually one of the first places where marketing departments go rogue—there are so many good and relatively affordable offerings out there that take away all the hassle with just a small investment. It allows marketers to become involved in all sorts of misbehavior, like avoiding CAPEX procedures and investment freezes, and not going through the IT department for procurement.
Agency Agencies are, for a number of clients, an important and surprising source of master data. In our experience, some—though not all—agencies are better organized than their clients. Those agencies tend to keep track of the marketing content they create or apply and store it in their own internal libraries or platforms.
Nearly half of all marketers say it’s ‘difficult for them to create the volume of content needed across personas and products.’
“Agencies can be a surprising source of data.”
The traditional business model for agencies used to be to take a fee on media space buying and cover up operations in the guise of a creative studio. After the advertising crisis, some agencies have rethought their added value. That’s the type of agency that has silently stored and organized your content for you. The downside is, it’s their added value and client retention tool, so letting go will be either expensive or ugly.
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