Half of European marketers brand campaign coordination between agencies 'out of control'
Nearly half of European marketers have reported campaign coordination between agencies has become unmanageable and ‘out of control’, according to a study from Charterhouse.
Three fifths of marketers said admin-heavy workloads were eating up time and affecting the ability to plan strategy, while 70 per cent of UK marketers said coordinating work with a lot of agencies was making it much harder to create integrated campaigns.
Business development manager at Charterhouse, Anthony Hawkins, said: “It comes as no surprise that this explosion of channels has led to an increased demand for agency support.
“But with so many different parties involved, the opportunity for things to fall through the gaps is growing.
“It’s vital that marketers have the time to think about strategy, but this valuable time is being hovered up with administration and management.”
Problems arising from miscommunication between agencies were reported by 53 per cent of marketers in Europe, while almost two thirds of UK agencies (62 per cent) said the growing number of marketing channels was leading to difficulties in keeping consistency throughout campaigns.
“There is a clear need to put processes and systems in place that can ease the coordination load and stamp out consistency issues,” Hawkins added. “Without doing so, these challenges will only grow in magnitude.”
The Back to Creativity report compiled the figures from interviews across Europe’s top 500 companies.
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