Power has been re-distributed away from European marketers’ favour.

Charterhouse, a marketing services production company, recent study reveals a lacklustre effort amongst European marketers to embrace creativity. Instead, half of the senior marketing professional interviewees from Europe’s top 500 companies, admitted to transferring creativity tasks to outside agencies.

Despite signs of positive economic recovery in UK, the lasting ripple of the downturn has evidently dealt a heavier amount of work for marketing departments.

Anthony Hawkins, business development manager at Charterhouse, says: “Marketers have become so bogged down in a quagmire of administration, the majority now think their agencies know more about their own business than they do.”

This in turn has led to a greater dependence on external creative agencies. The balance of power has shifted away from marketers’ favour especially in regards to negotiation agreements. Hawkins adds, “Marketing’s dependence on third party agencies for creativity is proving hard to shake. It’s of little surprise that many feel like they no longer have control of the creative function and strategy.”