The Covid-19 pandemic has put pressure on brands to capitalise on opportunities and reassess their costs in a bid to survive.
With budgets under the spotlight, what does it mean for agencies? Will relationships become more tactical and less strategic? Will brands want to work closer or bring specialims in-house?
Recent research carried out by LinkedIn suggests budget constraints are forcing brands to shift priorities. Some 45% of the 300 B2B and B2C UK marketers questioned say they will be taking a more tactical approach, while 41% believe they need to change the tone, content and messaging of their marketing assets.
Cost-cutting means that brands are increasingly turning to in-house resources for things like social media strategy and production work, with more than a third of respondents (35%) claiming they will be reassessing their marketing team's role over the coming months.