Partners of the WFA reflect on what they think marketing will look like in 2024. Ryan Kangisser, Managing Partner at MediaSense contributes, identifying speed and integration as two driving forces behind improved ways of working for advertisers.
“Our 2023 study into the future of agency models was illuminating in signalling the gap in expectations (vs reality) by advertisers around their desire for speed and integration. Many feel ill-equipped to meet the needs of their customers through relevant and timely communications.
Just one in 10 advertisers surveyed felt their current agency model was fit for their future requirements and 2024 will see a much greater focus on aligning agency models and ways of working”.
All of the 2024 Partner Predictions can be read via the WFA’s website.