Overview
Marketing faces more disruption than any other enterprise function today, according to a recent article in AdAge. The piece highlights how growing complexity across marketing teams and agency partners has become a major problem for an industry already struggling to keep pace with change.
Disruption on many levels is challenging marketers to think about their ways of working internally and with partners. While the article talks about the way P&G and Kimberly-Clark are approaching the challenge, the same issues apply to all marketing teams.
At Screendragon, we recognise that teams are now operating more independently, globally, and under tighter pressure to do more with less, and our dedicated to continuing to offer support.
Industry Experts Perspective
Clive Sirkin, CMO of Kimberly-Clark, and Marc Pritchard, CMO of P&G, both put forward different perspectives on ways of working with agencies; however, when you boil them down, the differences are not enormous. What both are looking for is a way of working that can bring together the best talents to work in a cohesive way conducive to producing the most effective work.
The Challenge Ahead
So the challenge for both is how to bring together a collective of talents from inside one agency and/or from different agency organizations and get them working fluidly together.
Interesting Clive refers to Uber in his commentary, where Uber software has changed the way people move around. If you think about Uber for marketing, what marketing needs is a smart way to move ideas around and bring them to market time and cost effectively. What’s needed is an operating management system to underpin the new ‘collectives’ and ‘commonwealths’ of talent being created to power marketing programs at brands worldwide.
What’s Next
The challenge facing the industry is something that Screendragon has been passionate about for many years and will continue to invest in so marketing ways of working don’t collapse from their own complexity. To learn more about how Screendragon AI powered workflow automation can enhance your team’s efficiency, book a demo with one of our solution experts.