{"id":614520,"date":"2022-06-01T09:45:39","date_gmt":"2022-06-01T14:45:39","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=715106"},"modified":"2026-03-10T15:05:35","modified_gmt":"2026-03-10T20:05:35","slug":"creative-agency-selection-is-not-a-one-way-street","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/us-en\/insights\/research-library\/creative-agency-selection-is-not-a-one-way-street\/","title":{"rendered":"Creative agency selection is not a one-way street"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/MicrosoftTeams-image-32.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/MicrosoftTeams-image-32.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/MicrosoftTeams-image-32.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/MicrosoftTeams-image-32.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/MicrosoftTeams-image-32.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/MicrosoftTeams-image-32.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/MicrosoftTeams-image-32.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/MicrosoftTeams-image-32.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/MicrosoftTeams-image-32.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:45% 56.00000000000001%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Creative agency selection is not a one-way street<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/POV-Design-Agency-Sele-5.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download the whitepaper<\/span><span class=\"type\">5 MB pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-2\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/insights\/research-library\/creative-agency-selection-is-not-a-one-way-street\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/insights\/research-library\/creative-agency-selection-is-not-a-one-way-street\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-8\"><h2 class=\"intro-para-title\">Eighty percent of a marketing department\u2019s services are provided by agencies. Learn how to make the right agency selection decisions. <\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"grid-container\"><div><div class=\"article-text article-quote-text\">\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With 80% of a marketing department\u2019s 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.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"576\" width=\"1024\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/08\/Infographic_V6.jpg?w=960\" alt=\"\" class=\"wp-image-619892\" srcset=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/08\/Infographic_V6.jpg 15996w, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/08\/Infographic_V6.jpg?resize=300,169 300w, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/08\/Infographic_V6.jpg?resize=768,432 768w, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/08\/Infographic_V6.jpg?resize=1024,576 1024w, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/08\/Infographic_V6.jpg?resize=1536,864 1536w, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/08\/Infographic_V6.jpg?resize=2048,1152 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">So, what makes choosing an agency such a complicated process? Experience suggests that there are many reasons. To begin with, it\u2019s 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Download the whitepaper from the top to learn more about the topic.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\" section section--expert-slider wrapper-people-slider wp-block-cg-blocks-wrapper-people-slider undefined\"><div class=\"container\"><div class=\"row\"><div class=\"content-title col-12 col-md-8\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Meet our experts<\/h2><\/div><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\n\n\n\n<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Eighty percent of a marketing department\u2019s services are provided by agencies. Learn how to make the right agency selection decisions. <\/p>\n","protected":false},"author":34,"featured_media":619895,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"cea46ba6-ce88-4403-9e48-5a32cc1d8663\",\"blogId\":\"1\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/\",\"postLink\":\"https:\/\/www.capgemini.com\/insights\/research-library\/creative-agency-selection-is-not-a-one-way-street\/\",\"postId\":715106,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false,\"isEnabled\":true}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":387,"primary_term":"Customer first","featured_focal_points":""},"tags":[],"research-and-insight-type":[85],"theme":[294],"brand":[],"service":[45],"industry":[],"partners":[],"content-group":[],"class_list":["post-614520","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-point-of-view","theme-customer-first","service-customer-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Creative agency selection is not a one-way street - Capgemini USA<\/title>\n<meta name=\"description\" content=\"Eighty percent of a marketing department\u2019s services are provided by agencies. 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