The new research initiative by MediaSense has been well received and reported on across the world, with coverage in publications including Campaign, Marketing Week, The Drum, WARC & Puro Marketing.
Talking to Campaign at the launch event alongside ISBA executives, Graham Brown, MediaSense Co-founder, highlighted the trend for brands taking operations in-house and the changing role of the media agency, when it came to data in particular:
“The data that brands own, they should own and should control, will increasingly be managed in-house. Agencies will be used to deploy, but for insight creation and intelligence, this will be in-housed as it is a valuable asset.”
Graham highlighted the changing ecosystem, in particular, the rise of management consultancies for brands who seek simplicity: “the elephants in the room are management consultancies – they see the soft underbelly of marketing services in technology and data utilisation. Marketing still has creativity at its heart, whether management consultants can adapt to that creative culture remains to be seen.”
The full report is available to download from the Media2020 page: