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.
Part of the reason for this shift towards collaboration is the value in combining data and insights – three-quarters of ad executives believe that data should be used 'by everyone: us and our agencies'.
This also helps explains the growing interest in direct-to-consumer (DTC) strategies, which can...