Brand marketers ‘do not take risks’ according to agencies

Agencies think brand marketers are too safe and do not take enough risks with their ad campaigns, according to new research commissioned by Blue Skies Marketing Recruitment. Agency executives say they want clients to be bolder with their marketing, with 66% of the 599 respondents saying brands are less brave today than previously.

Agencies are most sceptical about the state of the marketing industry, with 90% saying campaigns are weaker than they were two years ago.

However, clientside marketers are split 50-50 as to whether brands are more creative or adventurous than before, pointing to a distinct clash of perception between in-house and consultancy teams.

Blue Skies managing director Ben Vickers says: “For a country long recognised for its creativity there is reason to believe that corporate Britain is now becoming more introspective. This survey demonstrates how the diversification of marketing into the digital medium, evident by the rapid growth of the likes of YouTube and Facebook, has communications professionals hedging their bets on their campaign strategies. This is clearly a wake-up call for marketers to seize the moment and get bolder with their output.”

The Blue Skies poll questioned 599 professionals from across the marketing, PR, creative design and account management sectors covering agency, clientside and freelance executives.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here