Vision Report

Agency Holding Companies Need A Brave New Business Model

The CMO Growth Agenda Forces Agency Holding Companies To Rearchitect Their Raison D’Être

August 14th, 2018
With contributors:
Keith Johnston , Lexie Lawhon , Rachel Birrell

Summary

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. We’ve identified a path back to partnership that puts the client at the center, elevates new services, and blends creative entrepreneurialism with new executional prowess.

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