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Only 2% of clients feel marketing agencies add significant value

An underwhelming 2 per cent of clients feel their marketing agencies add significant value to their brands, according to a Financial Times and Maxus survey.

The report revealed the majority of marketers (75 per cent) rated their agency’s impact as only ‘average’ or ‘quite good’.

However, 92 per cent of c-suite clients feel they manage their agency partnerships well.

The research also highlighted senior marketers’ biggest fears, with 25 per cent of respondents daunted by the constantly shifting customer landscape and 41 per cent of brand marketers recognising the decline of traditional media as a threat.

Other findings include:

  • 25 per cent of marketers see data as a challenge when executing marketing campaigns.
  • 90 per cent of c-suite leaders believe the rate of change in marketing communications is set to increase.
  • New technology, changing consumer needs and increased access to information are seen as providing some of the greatest openings for businesses (71 per cent, 62 per cent and 55 per cent agree respectively).

Enzo Diliberto, global insight director of the Financial Times, said: “The pace of change in all industries is only intensifying with technological progress. Developments come fast and often, and are almost exclusively driven by factors that are out of our control.

"The study among FT readers highlights a concern: even if most leaders identify the opportunities presented by change in consumer behaviour, many large organisations are not prepared to capitalise on these.”