Nowadays brands work with several or more agencies and even with freelancers at the same time. Because of broad area of advertising and digital operations, marketers often need to quickly start cooperation with new agencies.
Advertising market is in the process of rapid transformation. In the recent past brands based on single agency relations for longer periods (often for several years). Now the situation is very different. There are few reasons brands need to cooperate with many agencies and more often evaluate their performance.
- Many marketing areas and specializations thanks to digital
- Smaller budgets but many projects
- Ability of calculating ROI per project
- Higher competition, more challenging markets