Advertisers taking control: why brands are bringing marketing services in-house
Lack of transparency in a murky digital supply chain, integration of marcomms capabilities and a need for greater control of customer data has driven CMOs to question their agency relationships and operating models. In this case-study led talk, attendees will hear the drivers for changing and adapting models, the challenges of changing internal and external ways of working and results so far.
Case study: Bringing marketing and digital media capabilities in-house
- Identifying what marketing services businesses can and should in-house
- What are the key steps to successfully manage the transition and what pitfalls should CMOs be aware of?
- Results to date- what efficiencies, cost and output improvements are brands starting to see, if any?
Q&A and interactive polling