WHY MARKETERS ARE TAKING OVER REVIEWS FROM CONSULTANTS—AND HOW AGENCIES CAN ADAPT

Under economic pressure, more and more marketers are skipping search consultants and taking agency reviews into their own hands.

Matt Kasindorf, senior VP of business intelligence and insights for the 4As, said agencies have responded well to reviews overseen by marketing, which he has seen more of over the past six months.

In one pitch, “the CMO basically stated at the beginning, ‘The purpose of this review is to understand what it would be like to work with you on a day-to-day basis,’” Kasindorf said. “That, from a relationship perspective, is like a gold standard.”

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