CMO Survey: Nearly Half to Swap Shops

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LOS ANGELES Get ready to defend. In the coming year, nearly half of marketers plan to fire at least one of their agencies and change direction, according to the second annual forecast to be released today by the CMO Council.

The survey of 825 chief marketing officers also indicates a trend away from traditional advertising and public relations and toward “customer-facing” and lead-generation programs such as event marketing and e-mail.

To achieve those goals, fully 45 percent of respondents said they intended to change agencies this year.

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