A study by PHD and WARC suggests that reporting has come to dominate the focus for marketing organizations and agencies.<\/p>\n
Surveying 1,721 senior marketing practitioners, across the world, the PHD Shift study saw a 57% increase in the number of marketing organizations \u2018regularly carrying out\u2019 reporting functions \u2013 up to 88%, compared to 51% ten years ago.<\/p>\n
Reporting tasks included areas such as tracking campaign performance and ongoing competitive analysis.<\/p>\n
Surprisingly, reporting had overtaken origination as the most carried out function. Marketers also said they spend more time on planning (with 83% of organizations regularly carrying out this capability), up 69% over the last 10 years.<\/p>\n
Looking ahead, over the next ten years, origination functions are set to overtake reporting \u2013 becoming the most dominant function type again (albeit reimagined through technology).<\/p>\n
Ultimately, machine-learning will enable junior creatives to operate as if they are an executive creative director \u2013 platforms that will auto-produce a range of assets, allowing the creative teams to decide which ones they want to run with.<\/p>\n
PHD\u2019s research forms part of the company\u2019s latest book, Shift | A Marketing Rethink<\/strong>. Inside, PHD sets out to help marketers and agencies rethink the way that they structure their marketing, and how to reorganize and rebuild for the future. <\/p>\n The new book was inspired by interviews with some of the most renowned leaders and innovative thinkers in marketing communications, including Les Binet, Byron Sharp, Dave Trott, and brand marketers such as Diageo\u2019s Isabel Massey, Unilever\u2019s Conny Brahms, Volkswagen\u2019s Stefan Buescher, and HSBC\u2019s Suresh Balaji.<\/p>\n For more information, and to buy the book, visit shiftbyphd.com<\/a>.<\/b><\/p>\n