58% of CMOs are likely to move digital and programmatic in-house within three years

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 24, 2019, 10:30 AM UTC

However, 41% of CMOs expect to be working more with their agency partners.

Dentsu Aegis, for its annual CMO study, surveyed 1000 chief marketing officers spread across 10 markets of which US, UK, Australia and China were a part. The report found that while CMOs believe that there is a role for agencies to play, 58% of them are likely to move programmatic and digital in-house within three years.

But only 6% of the respondents see themselves working less with their agency partners. 69% of senior marketers in the energy sector, 67% in tech and 64% in telecom are planning on in-housing in the three years.

36% of those surveyed think that agencies are “good” collaborators to help drive long-term collaborations. Overall, businesses believe that an agency’s strengths are bringing creativity to the table, offering consumer insight and giving access to talent.    

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