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The Future of Client-Agency Relationships: Overcoming Structural Challenges

Today brands are eager to harness the full potential of data, technology, and artificial intelligence to stay competitive. However, a new study by MediaSense titled "Media 2025: Wave 6" reveals that the main obstacle they face is not technology itself but their own organizational structures. According to the study, which surveyed over 100 senior marketers, 71% identify their company’s structure as the principal barrier to effective transformation, surpassing other factors such as skills shortage (57%), leadership gaps (49%), and budget constraints (40%).

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The Silo Problem

One significant challenge highlighted in the report is the prevalence of internal silos within companies. These silos are departments that operate in isolation and do not communicate effectively with each other, making it difficult to execute a cohesive marketing strategy. This lack of integration is not just a problem internally but also extends to how companies interact with their agencies. The study finds that 73% of global marketers are still in the initial or developmental stages of their transformation efforts, indicating a widespread struggle with achieving seamless integration.


Evolving Collaboration Models

As a result of these structural issues, the nature of collaboration between brands and their agencies is changing. There is a growing trend where brands involve their agencies more deeply in their business operations, expecting them to complement and enhance areas where the company may lack the necessary resources or expertise. This shift is moving agencies from roles focused solely on execution to ones centered on providing expertise in measurement, data analysis, retail and media strategies.


Adapting Agency Models

The report notes that 50% of the respondents are very likely to overhaul their agency models to better align with their transformation objectives. Brands are recognizing the need to adapt how they work with agencies to better meet new challenges and opportunities. The study underscores adaptability, collaboration, and expertise as essential factors for success in this evolving landscape.


Our view on this study

At PitchPoint, we argue that brands cannot simply outsource the resolution of internal silos to their agencies. True change must begin within the organization itself. Brands need to first tackle their internal challenges before reshaping their agency relationships. Expecting agencies to fix internal structural issues is both unrealistic and unfair, and is unlikely to yield effective solutions. By first addressing the internal obstacles and fostering a more integrated and collaborative approach, brands can unlock the full potential of their partnerships with agencies, leading to more innovative and effective marketing strategies.


Do you need help reorganizing your marketing organization? Or are you at the stage where you want to adapt your agency model to your new structure? Send a message to mia@pitchpoint.be and she will be happy to explain what PitchPoint can do for your organization.

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