Robert Clark
Sep 27, 2011

INSIGHT: Client-side roles grow the marketing function

Marketers must now tap the skills of a range of specialists if they are to remain up to speed with their tech-enabled audiences.

Clients need to keep up with specialists on the marketing front

The business of marketing is considerably more complex than it once was. Brands are not only more exposed, but are faced with a bewildering array of technological experts’ on the agency side that until recently did not exist. To manage these relationships, they are finding it necessary to expand their own teams, adding new marketing functions and sometimes even taking on roles traditionally carried out by agencies.

The trend is especially pronounced in the FMCG...

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