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Creative agency selection is not a one-way street

Eighty percent of a marketing department’s services are provided by agencies. Learn how to make the right agency selection decisions.

Customer experience management is about more than running campaigns. The tasks of the marketing department have expanded significantly, making fast and interdisciplinary collaboration with agencies increasingly important.

With 80% of a marketing department’s services provided by agencies, this is clearly a crucial decision. Four out of five companies rely on the help of agencies, which have become the extended workbench of the marketing department.

So, what makes choosing an agency such a complicated process? Experience suggests that there are many reasons. To begin with, it’s never just about a single agency, because today one agency alone often cannot cover the know-how needed to design omnichannel communication. The required media expertise is too diverse. Instead, a CMO usually has several specialized agencies that ideally work together. This form of cooperation is called an agency model.

Download the whitepaper from the top to learn more about the topic.

Meet our experts

Dr. Thomas Dmoch

Dr. Thomas Dmoch

Global Offer Lead Connected Marketing; Head of Marketing Consulting Capgemini Invent
Thomas Dmoch is the Global Offer Lead in Connected Marketing. He is heading a talented team of dreamers, thinkers, techies and brand strategists, driven to activate people by great customer experiences that win their hearts and move markets.
Fernand Khousakoun – Our Expert

Fernand Khousakoun

VP – Commerce CoE Leader Europe, CJM Global Lead
Fernand has 24 years of experience working with customers to improve the Customer experience.
Darshan Shankavaram – Our Expert

Darshan Shankavaram

Executive Vice President, Digital Customer Experience Global Practice Leader
Darshan is globally accountable for directing and building the Capgemini Group’s capabilities, delivery, service and portfolio for its 25,000 strong Digital Customer Experience (DCX) Practice. He has over 30 years of industry experience, including 15 years in Digital and Mobile. With his vast knowledge of business consulting, domain, and technical implementations, he has successfully led many large CX transformation programs.