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For CMO Professionals

Agency Holding Companies Need A Brave New Business Model

The CMO Growth Agenda Forces Agency Holding Companies To Rearchitect Their Raison D'être

August 14, 2018


Why Read This Report

The CMO/agency relationship is at risk. Brands are turning to in-house agencies; company growth agendas bring in CIOs and other business stakeholders; ad budgets face constant pressure; and consultancies are swooping in to take high-margin experience technology services. Our conversations with CMOs and agency holding company CEOs show that agencies need a new business model that puts the client at the center, elevates new services, and blends creative entrepreneurialism with new executional prowess. We've identified a path back to partnership.

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Table of Contents

  • The CMO's Growth Agenda Disrupts Agency Economics
  • It Also Poses An Existential Threat To Agency Holding Companies
  • It's Time Agency Holding Companies Embrace A New Business Model
  • CMOs: Choose A Holding Company Strategy That Propels Your Growth
  • Recommendations

  • The New Agency Shape Requires Different CMO Behavior
  • What It Means

  • The Creative Deconstruction Of Agencies Will Continue For Now
  • Supplemental Material
  • Related Research Documents

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