Roundtable will explore why only 35% of CMOs "would miss their agency if they disappeared overnight"

David Prior's picture
by David Prior

Only 35% of chief marketing officers would miss their agency if they disappeared overnight.

That's one of the startling findings from a survey conducted by YouGov and commisioned by Leeds agency CreativeRace.

The survey questioned over 1,000 CMOs and Heads of Marketing in a bid to understand more about the challenges and issues they were facing.

And there were other eye-catching results to come out, with a third of CMOs revealing they had little or no trust in marketing agencies.

The findings will form the basis of a roundtable discussion led by CreativeRace that will ask a key question: Do brands still trust their agencies?

Hosted by Prolific North, the virtual roundtable - to take place at 10am on Wednesday, February 3rd - will seek to discuss and ultimately improve the relationship between brands and their agencies, bringing together in-house marketers from a range of companies.

Andrew Hovells, Strategy Director at CreativeRace, said: “The pace of change has never been greater, so we surveyed UK CMOs to find out what agencies must to offer to stay relevant to their needs.

Andrew Hovells (back left), Strategy Director at CreativeRace, says the roundtable will seek to understand "what's going wrong"

"We were surprised to find that they may not be relevant at all, because only 35% of CMOs would miss agencies if they disappeared overnight. It seems that agencies need to evolve quick, if fact, less than 10% of CMOs want them to stay as they are. 

"So we're going to start the conversation with leading CMOs to understand what's going wrong and how can agencies adapt to survive.”

The aim of the event is to uncover and improve some of the pressure points which new research suggests has led to a distinct lack of trust towards marketing agencies.

It will provide an opportunity to discuss the survey results and their possible motivations in more depth, covering topics on practical requirements such as preferred agency structure and services, through to more emotive drivers around agency perceptions and behaviours. 

If you're a senior marketing leader from a brand who would be interested in taking part in the roundtable, please contact rebecca@prolificnorth.co.uk. Places are limited, so get in touch soon to discuss taking part.