Perceptions of US CMO study –

Here’s a PDF from the IAB US, mme_2010_slides.pdf, that is worth looking at. They asked some 250 CMO’s in the US about trends. Here’s what struck me as notable:

- consumer insights and behaviourial targeting more important than brand strategy
- only 28% believe that the media agency should stand alone

but the biggest surprise to me is the slide where CMO’s say the media company, the media planning and buying agency and the communication planners are twice as important as the full service agency. This really puts it out there as who is going to lead if 60% of the CMO’s prefer to see media and creative re-bundled.

Study was found on the IAB’s US website, study conducted by Booz Allen Hamilton in association with the IAB, ANA and the 4 A’s.