Is your agency a time suck?

I received a puzzling email from a friend of mine who lives in South Korea.  

At the bottom of his email he wrote, “By the way, I was very glad to find and read the article on Brandweek referring to ‘Time Suck’.

I had no idea of what he meant.  So I went to Brandweek and searched the term “time suck”  Up came a very funny headline by the editor Todd Wasserman.  “Study: 45% of CMOs See Agencies as a Time Suck”

The article was based on new research that we at Verse Group have done on CMO attitudes. The report on CMO attitudes towards their agencies will be released in a few weeks.  But Todd says it so much more eloquently than I ever could.  

While the headline is funny, the underlying matter is very serious.  It means that nearly 1/2 of CMOs are spending more time managing their agencies today than just 2 years ago.  At a time when marketing needs to increase productivity, that is not a positive sign for agencies.

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