What CMO's want in an Agency

WHAT CMOS WANT IN AN AGENCY A new study by Horn Group and Kelton Research – called The CMO Challenge - Companies have long relied on agencies to help advance their marketing goals. But the demands of being a CMO have made picking surveyed almost 300 senior marketing the right agency partners more important executives to reveal what CMOS really want from their agencies. than ever. Results Trump Cost Able to Execute 34% Industry Expertise 27% Value 15% Responsiveness Culture 5% Reputation 5% When hiring an agency, CMOS say that ability to execute is twice as important as cost and seven times more important than reputation. Challenge Me CMOS want to be pushed, but only 3% say their agencles are leading the charge for Innovatlon. 3% "I DONT PAY YOU TO BE NICE, FIGHT WITH ME, PUSH ME. KEEP ME ACCOUNTABLE," Joelle Kaufman Former CMO, Clarizen Former SVP Marketing & Product, Adify Specialization Still Wins Over All-in-One Smaller, Intimate Partnerships 63% 80% 77% 68% But 80% believe that Nearly 2/3 prefer working with a highly specialized agency. More than 2/3 prefer working with smaller Almost 80% want integrated services will be more important in 5 partners, not vendors. agencies (>50 people). years. "OUR PHILOSOPHY IS TO "I WOULD LOoVE TO WORK EMPOWER AND WITH AN AGENCY THAT IS EMBRACE WHOEVER WE ABLE TO DELIVER ON THE WORK WITH.," INTEGRATED PROMISE, BUT I HAVE YET TO SEE IT." George Galinsky VP of Marketing Communications Mohegan Sun Gannon Hall Kelton EVP of Global Marketing KIT Digital HORN GROUP RESEARCH