Summary
Legacy agency-of-record (AOR) relationships aren't meeting the new needs of the CMO. The modern CMO needs a lead agency with the ability to create a cohesive experience across all touchpoints through an integrated approach. These integration agencies will lead with channel-agnostic ideas, deep expertise in data, and the ability to drive insights, scalable content solutions, and cross-functional, collaborative leadership. CMOs should read this report to understand which core capabilities they should be looking for in a lead agency partner.
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