In a follow-up to our 2021 Agency Perceptions Survey, NZ Marketing has again partnered with insights agency TRA to survey a diverse selection of senior marketing professionals to get a better understanding of their needs when it comes to creative and media agency partnerships.
The industry-wide survey provides both marketers and agency reps insight into the nature of their working relationship(s); identifies challenges, strengths and weaknesses, and assesses how agencies can best respond to these. It also probes budget allocation and spend, outsourcing versus insourcing, and what the future of marketing holds for agency-client relationships when it comes to emerging marketing trends.
What follows is a presentation of the February 2023 survey results.
The rise of the big think
For a while, 2023 looked like the year where we
