Digiday Research: More than half of marketers don’t think their agencies share their interests
Ongoing concerns over media transparency, contractual disputes and marketing moving in-house have left clients at odds with their agencies. As a result, marketers are doubting if they have the same interests as their agencies.
In a survey by 73 client-side marketing executives by Digiday this April, only 44% of respondents believed their agencies’ business interests aligned with their company’s business interests. Forty percent of respondents said their interests were not aligned with their agencies, and 16% were unsure.
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