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Media 2020 and Beyond

Future Facing

Conceived in 2015 as an industry survey, both as a barometer of, and forecast for change, Media 2020 is an in-depth study into how marketers are preparing their organisation to win in the future media ecosystem. Refreshed in 2017 and now updated for 2019, Media 2020 & Beyond combines industry leader interviews with a global survey of senior marketers – the findings are essential reading for CMOs, Marketing Directors and Digital teams.

In our first wave of research in 2015, many brands were starting out on their digital transformation journey – bringing in specialists and organising teams to deliver customer-centric marketing and communications. In 2017 brands were taking control of their data, strategy and agency relationships. Now, in 2019 it’s apparent that the evolution continues, but with an even greater proliferation of media operating models being pursued as brands find the structures and relationships that work their business. A new set of challenges are emerging, this time more human than technological.

2019 Key Findings

  1. 1

    The marketing organisation is now in a permanent state of change.

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  2. 2

    Brands, Agencies and Platforms are all competing for the same “T-shaped” talent.

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  3. 3

    In-housing is gaining momentum, but insourcing the media function looks set to remain a minority pursuit.

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  4. 4

    As brands experiment with their own media operating model, five relationship archetypes are emerging.

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  5. 5

    Agencies are re-modelling their workforce in favour of specialist services as the holding company model loses favour.

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  6. 6

    Agencies will act more like technology companies to head off in-sourcing.

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  7. 7

    Performance marketing is becoming a zero-sum game and marketing needs a re-set.

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  8. 8

    The advancement in media best practice is being held hostage by the industry’s failure to bring quality and standards to measurement.

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