New Study Finds That Agencies and Marketers Are Still at Odds in 2017

RSW/US survey notes stubborn gap

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It's 2017, but advertisers and marketers remain at odds over the changing nature of their relationship, according to results from a New Year Outlook survey conducted by development firm RSW/US.

Asked about "troubling trends" in the industry, for instance, answers coming from the two disciplines were almost diametrically opposed.

Marketers complained that agencies "haven't figured out how to be project-based," pointed to a perceived "lack of technical and data-savvy teams on our accounts," and claimed that too many legacy shops have yet to complete the cultural shift from old media to new.

Agency executives, meanwhile, said marketers often turn to their own in-house departments for work they feel their teams could do better.

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