Businesses rely on strategic partnerships with agencies and creative development companies to power their branding efforts and earn market share. While in-house marketing operations are common, most companies can improve their strategies by accessing key capabilities from agencies. Solutions like creative management, branding, design, and even compliance are all services today’s agencies can provide. This report examines the current state of marketing procurement, providing an in-depth look at what companies need in their strategic partnerships. It explores insights from marketing, digital, and procurement leaders within a variety of business types. Finally, the report reveals where some organizations struggle when working with external partners and how they hope to evolve their brands in the future.
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