A new CMO (Chief Marketing Officer) Council report says that the shift of marketing into digital, social and mobile channels is significantly impacting on agency relationships, compensation models and the use of marketing technology and measurement systems. A worrying figure is that only 9% of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age. 22% thought their agency was struggling to transition their business models and service offerings. Another 51% of the 250+ senior marketers surveyed in the CMO Council study saw their agencies as playing catch-up with regards to new technology, or acquiring but not integrating digital marketing capabilities.

These nuggets came out as part of a larger survey which looked at how the CMO Council’s 6,000 global members were “optimising marketing partner performance and value in a digital world”. This survey was conducted in the second half of 2011. Also in the report are best practice discussions with more than 20 leading brand advertisers including Colgate-Palmolive, Coca-Cola, L’Oreal, Kia Motors, Weight Watchers. You can get a free summary of the report, along with a comprehensive report with both quantitative and qualitative findings from the CMO Council, click here.

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