Alistair Robertson, creative partner, Nucco: 'What should we be talking about? The significant decline - almost crash - in marketing spend. The annual Gartner CMO spend survey revealed that 2024 marketing budgets have dropped to an average of 7.7% of company revenue, a 15% decrease from 2023 and 30% below the 11% recorded in 2020. It's evidence of what many marketers, agencies and freelancers are feeling: opportunities are scarce. We need to be discussing this because it impacts us all - our career expectations, home lives, mental health, and ultimately our industry's reputation as an exciting place to grow.'
Christopher Edwards, chief executive & co-founder, This is Tommy: 'There's an elephant in the room for agency leaders. The choice between evolving their model to drive growth or stick with selling their time. Our already competitive landscape is getting tougher (commoditization, declining fees, AI rising, the outdated billable hour model). It feels like there's another problem around every corner. The current labour-based approach has limited our ability to adapt. Agencies are sitting ducks. High client expect
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