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BtoB

CMO Council finds only 9% of agencies doing a good job expanding capabilities

Published on .

Palo Alto, Calif.—Just 9% of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age, according to a report by the Chief Marketing Officer Council.

The report, “More Gain, Less Strain,” was based on an online survey of more than 250 senior marketers, conducted in the second half of last year.

According to the report, 22% of senior marketers viewed their agency partners as struggling to transition their business models and services in the digital age.

Also, 51% of marketers said their agencies are playing catch-up with new technology, or acquiring but not integrating digital marketing capabilities.

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