Volkswagen is reviewing its $200 million-plus ad account. General Motors is assessing its ad agency line-up anew now that has emerged from bankruptcy. Bayer AG is reviewing its $1 billion ad account. Unilever is reviewing its massive global media account.
Global Recession, cost cutting, CMO turnover??it all contributes to restlessness with one?? agencies.
Brand New Day and The CMO CLUB asked the club?? membership how they view their current agency relationship. And it looks, by the results, like there are more reviews on the way.
Weekly Poll Question: How would you describe your relationship with your primary marketing agency?
(August 20 ?August 26, 2009)
101 CMOs responded:
39.6% Critical strategic partner
37.6% Tactical support
22.8% Likely replaced in the next 12 months
A few Quotes from CMOs in the club who responded:
“Given the changes in social media and the fact my agency is still focusing on ad buys and print creative, I have taken a larger leadership role and using them for more tactical delivery, offset with insights from smaller social marketing agencies.”
“Like any vendor/partner, the key is to seek out, demand and work with the stars in the agency. I am getting my acceptable share of their time so have a strong, strategic relationship.”
“I will be replacing my agency within the next 6 months. Too much fighting change in media and technology, and not enough insights on true differentiation and customer engagement.”
AboutThe CMO Club: The CMO Club’s mission is to provide an exclusive peer to peer Chief Marketing Officer network that enables CMOs to help each other become better at what they do. CMOs in a non-selling “give to get” club with CMOs only dinners, online network and conferences.