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It's interesting to see [how] the agencies, certainly the media agencies, weren't very present." Head of international media management, Deutsche Telekom AG Tensions have also manifested sharply in agency-client relationships. Seventy-four percent of major multinational marketers are reviewing their current agency arrangements, according to a recent report by Observatory International and the World Federation of Advertisers ( WFA ), whose members include companies like Procter & Gamble (P&G), Nestlé and Mastercard. The report, titled "The Future of Agency Rosters," found that brand clients rate their current arrangements, on average, at 5.7 on a 10-point scale gauging marketing service providers’ "fit for purpose." Cited shortcomings extended beyond the media business to encompass areas like marketing technology and a demand for more specialist shops. "It's about people starting to look at how they can start to readdress the creative process [...] but within the whole integrated roster that you have at your disposal," Robert Dreblow, the global head of marketing services at the WFA, told Marketing Dive. "It feels to me that some of these questions are much bigger picture rather than being focused more on the media side. "At Cannes [Lions], this was the topic our global CMOs wanted to focus on, around rosters, whereas last year, it was much more about media governance driven by the brand safety challenges," Dreblow added. "It feels like it's higher on our CMO agendas than it has been in the past." Nearly 60% of marketers surveyed by the WFA reported wanting to slim down their agency rosters, and a handful of big-name marketers are already doing so. P&G has been maybe the most noteworthy example, being the largest brand by media spend in the world. The packaged goods giant plans to cut its agency roster by 50% over the next several years, having already reduced it by 60% since fiscal 2015. Nestlé, another big spender, in April reportedly launched a review to trim the number of its agency partners from eight down to six or even as little as four. It previously reduced the number of digital agency partners it works with from 20 in 2014. Despite the client dissatisfaction uncovered in the WFA report, 82% of marketers noted they still view agencies as relevant to their business operations, but an emphasis was put on flexibility and willingness to evolve. "Advertisers need to take the lead in developing a new kind of partnership if they truly want to achieve one to one marketing at scale," Roel de Vries, the global head of marketing, communications and brand strategy at Nissan, said in a statement included in the WFA report.
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