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The Mad Clientist

CMOs Give D- to Digital and Traditional Agencies on Integrated Strategies The Mad Clientist

CMOs Give D- to Digital and Traditional Agencies on Integrated Strategies

CMOs rate their agencies a D- at bringing the digital and traditional worlds together.At a time when most agencies are promoting their ability to provide clients with high-quality integrated services across domains, most CMOs are having a different experience. CMOs worry about brands and messages being diluted because agencies don’t…
Michael Rynowecer
October 9, 2015
New Business for the Taking: Corporate Counsel Shift Work Back to Law Firms The Mad Clientist

New Business for the Taking: Corporate Counsel Shift Work Back to Law Firms

After 4 years of feverishly bringing work in-house corporate counsel are reversing course. BTI’s brand new study of 322 corporate counsel reveals these top decision makers will move $851 million of in-house spending back to law firms this year. This is in direct contrast to the more than $8 billion…
Michael Rynowecer
October 7, 2015
51.7% of CMOs Have Switched AORs—More to Come The Mad Clientist

51.7% of CMOs Have Switched AORs—More to Come

Winning clients isn’t the main problem for agencies—keeping them is. AORs are replaced on a 3- to 4-year rotating basis. Nearly half of CMOs point to poor client service as the leading driver for switching AORs.High churn rates indicate agencies are predominantly involved in individualized—not institutionalized—relationships. These project- or person-based…
Michael Rynowecer
October 5, 2015
CMOs Plan to Cut Agencies by 1/3: 6 Tactics to Stay Off the Chopping Block The Mad Clientist

CMOs Plan to Cut Agencies by 1/3: 6 Tactics to Stay Off the Chopping Block

CMOs expect to cut their roster of agencies by 33%—from 7 agencies down to fewer than 5 by 2017. This consolidation stems from the search for better service, more value, and more streamlined agency management.The good news: agencies can use this knowledge to build stronger, lasting relationships with large clients.The…
Michael Rynowecer
September 28, 2015
Technology Is Not Killing Advertising. Agencies Are. The Mad Clientist

Technology Is Not Killing Advertising. Agencies Are.

It’s easy for agencies to point to the avalanche of all things digital as destroying the dynamic between clients and advertising agencies. In-depth research with over 150 CMOs reveals the digital world isn’t ruining these relationships—agencies are.Agencies have long been subject to—and forced to adapt to—the preferences of consumers and…
Michael Rynowecer
September 21, 2015