{"id":6582,"date":"2022-07-27T14:10:52","date_gmt":"2022-07-27T12:10:52","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/our-insights\/observatory-international-curated-newsletter-july-2022\/"},"modified":"2025-12-11T12:23:57","modified_gmt":"2025-12-11T11:23:57","slug":"observatory-international-curated-newsletter-july-2022","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-us\/our-insights\/observatory-international-curated-newsletter-july-2022\/","title":{"rendered":"Observatory International Curated Newsletter \u2013 July 2022"},"content":{"rendered":"

Agency Roster Models<\/strong><\/p>\n

Getting the right agency roster model for your business is a key component to marketing success.\u00a0\u00a0New research from the WFA<\/a>, co-authored by us at the Observatory International, shows that many companies are undergoing a period of change.<\/p>\n

An array of challenges such as the global pandemic and exponential rise of digital, combined with added pressure in areas such as sustainability and diversity and inclusion, meant that 75% of major multinationals said that they were only \u2018somewhat satisfied\u2019 or less with their current agency roster structure.\u00a0 A period of constant evolution is projected, as brands seek to deliver their marketing communications more effectively.<\/p>\n

Please get in touch if you would like to discuss our learnings from this report in more detail.<\/p>\n

\"World<\/p>\n

Marketing Investment<\/strong><\/p>\n

Industry\u00a0investment forecasts are starting to sound a note of caution<\/a>\u00a0as 2022 half-year figures reveal a less-successful position than originally expected.\u00a0 While adspend had recovered from the pandemic-driven decreases, the current climate of war, inflation, supply chain issues, soaring energy prices and a cost-of-living crisis are causing a negative impact on spending.<\/p>\n

2022 itself won\u2019t be overly impacted, however some speculators are talking about the risk of spend \u201cfalling off a cliff\u201d in 2023.\u00a0 There are many factors set to influence this early pessimism, but marketing budgets \u2013 and efficiencies within marketing operations \u2013 are a key topic to have on every agenda.<\/p>\n

At the same time, a new\u00a0Nielsen study shows that brands are not spending enough<\/a>\u00a0on their media plans to fully maximise their ROI capabilities.\u00a0 According to the report, 50% of planned media channel investments are too low.<\/p>\n

Digital Talent Crisis<\/strong><\/p>\n

There has been much talk about a \u2018talent crisis\u2019 across the industry, with brands and agencies alike struggling to attract and retain talent.\u00a0 Tech talent in particular is proving to be an area of concern.\u00a0 The great digital acceleration continues at pace and companies need to be technologically strong to succeed.\u00a0 McKinsey has produced\u00a010 key tips to help CEOs<\/a>\u00a0and marketing leaders develop and attract the right digital talent and build a digital mindset across an organisation.<\/p>\n

Positive Pitch Action<\/strong><\/p>\n

Access to the right talent from an agency perspective is often a reason for running a pitch, but when thinking about pitching business it is important to acknowledge a wider number of factors than perhaps previously thought.<\/p>\n

In the UK,\u00a0ISBA recently launched their \u2018Pitch Positive Pledge\u2019<\/a>\u00a0which is a joint initiative that seeks to improve the behaviours of agencies and advertisers around pitching.\u00a0 Particular focus is given to both the human and environmental costs, which have often lacked consideration when undertaking a pitch process.\u00a0 Agencies, intermediaries, advertisers and industry bodies have all signed up in a concerted effort to drive positive change within the industry.<\/p>\n","protected":false},"excerpt":{"rendered":"

Agency Roster Models Getting the right agency roster model for your business is a key component to marketing success.\u00a0\u00a0New research from the WFA, co-authored by us at the Observatory International, shows that many companies are undergoing a period of change. An array of challenges such as the global pandemic and exponential rise of digital, combined … Continued<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[255],"tags":[155,153],"class_list":["post-6582","post","type-post","status-publish","format-standard","hentry","category-news-en-us","tag-marketing-trends-en-us","tag-observations-en-us"],"acf":[],"yoast_head":"\nObservatory International Curated Newsletter \u2013 July 2022 - The Observatory International<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.observatoryinternational.com\/en-us\/our-insights\/observatory-international-curated-newsletter-july-2022\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Observatory International Curated Newsletter \u2013 July 2022 - The Observatory International\" \/>\n<meta property=\"og:description\" content=\"Agency Roster Models Getting the right agency roster model for your business is a key component to marketing success.\u00a0\u00a0New research from the WFA, co-authored by us at the Observatory International, shows that many companies are undergoing a period of change. 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