Yes. As it should be. A marketing department needs to know a whole lot more than marketing. They need to understand the strategic drivers for the business, the competitive set, the customers, etc. A good marketing director just doesn't have time to keep their finger on everything that's happening on the horizon. It's the agency's job to be out there on the forefront, scavenging for exciting new nuggets.
This is a really funny one to me. I think this chart shows more about what today's clients think of their agencies - versus what agencies think of themselves. I think you could phrase this same question another way and see similar results - "Do you think the agency is worth what you are paying them or would it be easier to pay less for the work - and have more of it to sift through?"
My gut tells me not to trust this result, but the research is hard to argue with. Well, within a slight margin of error.
I was particularly drawn to the stats about the number of CMOs who weren't interested in mobile or who had tried it and found that it didn't work. Personally, I'd like to add a giant asterisk to that statement. I'd say that mobile apps that are simply extensions of old thinking don't work. The brands that are finding ways to use mobile for what it's good at are seeing amazing results. I suppose it's like any creative medium. If you produce a bad tv spot, you will probably go to your grave swearing that tv advertising doesn't work. The fact is, we live in an age where experimentation is both affordable and critical for brands to break out of the pack. Okay, you tried an app and it didn't work. I promise you, the 40% of the US market using a smartphone isn't slowing down their app consumption. Maybe you should try harder next time. :)
Agreed. Asking people to visit a page and like a brand (except in rare and enviable circumstances) just isn't going to work. But put a piece of real content in front of them, and you've got shot at starting a real discussion. Hey, wait a minute. I'm feeling like a living M.C. Escher drawing. I'm creating content to help market a marketing firm by commenting on the power of content-based marketing. Someone at Mechanica must be wicked smart.
I think Ted was onto something in terms of offering up a broader definition of consistency. I would completely agree that consistently using the same typeface, layout or photographer is silly these days. Consumer's don't remember the tiny details that art directors and brand managers have traditionally fought to protect. But I'd argue that a consistent vision is paramount these days. How a creative team or a crowd sourced team executes against a vision is wide open. But if everyone isn't at least marching towards the same bright light, it's just noise.