Half of senior marketers have 'no creative input in campaigns'

More than half (55%) of senior marketers are too busy to provide creative input for their own campaigns, according to research, with 48% admitting they are "over-dependent" on agencies.

Marketing: report finds most senior marketers do not provide creative input for their own campaigns
Marketing: report finds most senior marketers do not provide creative input for their own campaigns

The report, conducted among 200 senior European marketers by marketing services production company Charterhouse, found that 45% of marketers felt they were "locked in" to agency relationships with no room for negotiation, and 53% believed agencies held the balance of power.

Yet the notion of agencies leading the creative marketing process is anathema to most of the respondents, with 77% believing that in-house teams should lead creativity and innovation.

Anthony Hawkins, Charterhouse’s business development manager, said: "Marketers have become so bogged down in a quagmire of administration, the majority now think their agencies know more about their own business than they do.

"There’s also a real danger that if the fun gets sapped out of in-house marketing, the best talent will move elsewhere as the market picks up."

He added: "Marketing departments need agency knowledge and resources, but as an extra dimension when required, rather than a permanent piece of the marketing furniture."

The survey featured 200 senior marketing professionals from the top 500 companies in countries including the UK, France, Germany and Italy.

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