CMO CLUB Weekly Poll Results - What is the biggest change to your approach to agencies vs. one year ago? - More small agencies by expertise preferred

The CMO CLUB Weekly Poll Question: What is the biggest change to your approach to agencies vs. one year ago?
(March 25 – April 2, 2010)

144 CMOs responded:
41.7% More small agencies by expertise
23.6% Moved more prior agency work in house
18.0% More control, tighter perf. metrics
11.1% No significant changes
5.6% Changed Primary Agency

A few Quotes from CMOs in the club who responded:
“As we moved to more specific customer segments and programs, we have looked to agencies with that customer expertise to help us.”

“I have found a few really bright social media experts and hired them to lead efforts vs. outside agencies. I still have my portfolio of agencies but have augmented with intern expertise until they get their expertise up to speed around social media.”

“As my performance objectives and the company’s focus on ROI has increased, I have asked my agencies to support this same tighter focus on demonstrating ROI from their programs and execution.”

“Everyone that comes to see me now claims to be social marketing expert. Looking to The CMO CLUB and other CMOs to help identify real vs. BS experts.”