Marketing at speed

March 26, 2018
Global
Seeking higher-quality content at a faster pace, marketers hunt for specialised marketing agencies.
Nuno Teles has a difficult job: getting US consumers to show some brand loyalty. As chief marketing officer of Heineken USA, he depends on using content, in multiple formats and published at a quick pace, to keep digitally savvy, slogan-leery customers engaged. Unlike in the past, when a catchy ad delivered across multiple channels would be enough, marketers today often have to manage a stream of fresh ideas across video, social media and other digital platforms.
 
Like other marketers, he increasingly has to look beyond an agency of record (AOR) to find external partners with specialised capabilities that can help deliver value to his company. However, finding and vetting these new kinds of partners are significant challenges.
 
An Economist Intelligence Unit survey of 307 business leaders from the US, UK and Europe that was commissioned by Globality found that the majority of executives that work with external marketing agencies are planning in the next 12 months to replace work previously done by an AOR with smaller agencies and individual contributors. And in the next five years, the surveyed executives are mainly focused on two marketing areas: digital strategy and content marketing.
 
     

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Kevin Plumberg
Editor

Kevin is a member of The Economist Intelligence Unit’s Thought Leadership team in North America and is based in San Francisco. From 2014-2017, he was based in The Economist’s Singapore office and led multi-year integrated content programmes such as Growth Crossings, a series about the new rules of global trade, and the Producers of Tomorrow, an initiative about the future of manufacturing. Prior to joining the EIU, he spent two years as Vice President, Institutional Marketing at BlackRock, the world’s largest asset management company. In that role, he produced and edited white papers, website articles and newsletters aimed at some of Asia’s biggest institutional investors. Kevin also spent 10 years as a journalist covering financial markets, economics and policy for Reuters in Singapore, Hong Kong and New York. As a correspondent and editor, he covered the global financial crisis from Wall Street and its aftermath in Asia, where he led market-moving coverage of the region’s economic policymakers.

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