As companies prioritize digital transformation, the relationship between in-house marketers and their agency partners is changing, and both parties have to adapt quickly. Mark Sneider, owner and president of agency-client relationship expert RSW/US, spoke with eMarketer’s Jillian Ryan about how this dynamic has shifted, and what agencies need to do to stay relevant to their clients. Sneider was interviewed as part of eMarketer’s May report, "The Modern Marketing Department 2018: Evolution Through Digital Transformation."
In your experience, are marketing clients happy with the work their agencies are doing?
Marketers are coming to us feeling that their agency isn’t doing a great job of keeping them ahead of the curve. We hear from CMOs and vice presidents of marketing that they are frustrated with their long-standing agency.
What's at the root of that frustration?