Over 80% of ad executives say their organisation wants to take more control of their media spend, highlighting the evolving relationship between advertisers and agencies towards more of a partnership, according to research from Kantar. Half (48%) of those surveyed said they strongly agreed with the statement, while just 7% disagreed.

Why it matters

COVID-19 caused unprecedented media disruption and combined with an evolving advertiser-agency relationship, advertisers are planning to do things differently in the future. This is true for multiple areas, with changes planned for media spend, direct-to-consumer channels and data analytics.

Takeaways

• Over 80% of advertising executives say...