Agencies need to adapt quickly in a world where the client has most of the power.
There are more digital agencies than ever before. Competition is fierce, and not only from other agencies but from the risk of being substituted by clients' internal teams.
Just like cracking the growth problem by specialising, an agency can wrestle some power back by having unique positioning.
Having worked on both agency and client-side roles over the course of my career, I’ve also learned a lot about the strengths and weaknesses of each route. I believe the decision will be more business dependent and each company will need to build some business-critical capabilities in house and still have agency relationships to help plug the gap with more specialist services.
Booking.com’s CMO on tech innovation and bringing data skills in-house Booking.com has brought its data function in-house as it looks to improve “speed and context” and better understand how to measure success online. When Pepijn Rijvers started as chief marketing officer at Booking.com he had clear objectives: he wanted to be better at developing digital channels, increase content-led video and streamline marketing. Three years on he says the success of those goals has been “a mixed bag.”