Transformation1 Marks Post

Through our daily interactions – and quarterly surveys  –  with both marketers and agencies we see a number of dynamics and trends shaping the “agency of the future”.

These forces give insight to agency capabilities and culture that will be important to success as our industry evolves.

The recent article, 15 Mind-Blowing Stats About Digital Transformation provides a loud echo of our 2015 Outlook Survey insights and a consistent outlook on the industry evolution ahead.

A few points in particular to consider:

  • Absence of leadership and fear of risk-taking will be hurdles for some in their digital transformation.


  • Marketers see increasing their digital budgets without increasing overall marketing spend significantly:
    • reports 39% of Marketers expressing this expectation.
    • 36% of Marketers anticipated no change in overall spending in the RSW/US 2015 Outlook Survey. 74% anticipated increased digital spending.


  • Marketers desire and are searching for consistent and accurate means of measuring Marketing ROI.


One thing we can be certain of is that our industry is changing.  And, it’s changing fast.

Something else we can be certain of is that Marketers need help from agencies as much as ever, if not more so.

Over the upcoming months, we’ll be sharing our perspective around the eight key characteristics of what a successful agency will look like in the future – what they’ll need to be able to offer, and how they’ll need to work with their clients.

The implications of this bear directly on Agency New Business.

We really would like this to become a dialog.

Watch our blog and our resources tab for new information.  Join and add to our discussion page on LinkedIn, Building Better Client –Agency Relationships.

We’re excited about the future, and eager to hear how you’re planning to make the most of it.

Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.