AGENCY RELATIONSHIPS CONTINUED...

Regarding the specific services marketers surveyed look to collaborate on most with their agency partners, creative and strategic input come out on top. (Figure 8.)

Media agencies are those most in demand, as the majority of marketers feel that their in-house offerings don’t stack up when it comes to media management and that an outside partner is the preference.

Strategic input is the area most marketers agree that they look to both external agencies and internally for advice and guidance (81 percent).

From the results of this survey, it would also appear that email marketing is a skill set that many marketing departments feel they have in great supply internally and are less likely to outsource.