Mark Phibbs, the president of The Drum Awards for Marketing APAC, emphasizes that the role of marketing agencies is rapidly changing. He argues that agencies musttransition from executing campaigns to becoming strategic partners who generate innovative ideas. With the rise of multi-channel complexity, he points out that marketing campaigns now require real-time responses, underscoring the importance of in-house teams for execution. Phibbs advocates for agencies to serve as 'ideas factories' that provide fresh perspectives and insights while the execution is managed internally, as demonstrated by his experience at Cisco.
"In the past, agencies did everything for us, but marketing has changed. You need to be able to turn around a video in a day."
"Marketers need to move quickly and the best way to do that is with an in-house creative team that's skilled with Adobe tools and can respond in real-time."
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