A recent study by Forbes Insights and sponsored by Oracle Marketing Cloud revealed 60% of brand and agency executives say their roles and responsibilities have changed significantly over the past two years. As a result, both groups are reengineering their internal organizations and forging new ways of working with their respective agency or brand counterparts.
At the same time, the research found that technology is ingrained in marketing operations and, perhaps most significantly of all, agency and brand stakeholders are challenging themselves to analyze and apply consumer data in more sophisticated ways. Some are even hiring data scientists and others outside of the traditional marketing discipline to help in these efforts.
And just how much data is created every day? Every single day nearly 2.5 quintillion bytes of data are created. Let’s put that into perspective. In 1992, 100GB of data was created every day. By 1997, it was 100GB of data every hour, and by the year 2002, it was every second.
Working Together Is Success
Henry Ford once said: “Coming together is a beginning; keeping together is progress; working together is success.” When he said those words he of course had no idea that one day planet Earth would have more than 7 billion people or that it is expected to hit over 11 billion by the year 2100, according to the United Nations.
That’s a whole lot of people generating a whole lot of data.
As the changing nature of marketing impacts product development, sales and company culture, closer collaboration between brands and agencies is becoming more important than ever. The result: forward-thinking agencies are ready to serve a higher purpose than just being “idea factories” for individual campaigns, in the words of one executive in Asia.
This Year’s Model
Serving that higher purpose is precisely one of the goals of the newly-formed DigitasLBi’s OSG (Oracle Solutions Group).
DigitasLBi, a global marketing and technology agency, and Oracle have joined forces to launch a dedicated Oracle Digital practice within the agency that provides a one-stop shop for creative and technology consultancy and implementation.
OSG clients can benefit from having access to the expertise of DigitasLBi, Oracle and Spindrift, DigitasLBi’s implementation experts for Oracle technology, through a single team in one of the first collaborations of its kind between leaders in cloud technology and a digital creative consultancy. This unified approach can significantly simplify digital transformation and enable brands to create innovative, data-driven digital experiences for their customers.
Data Collaboration Leads to Better Customer Engagement
It used to be that a brand’s marketing teams did their thing and agencies did theirs. Oh sure there was some collaboration—there had to be. But the lines were pretty clear as to who did what. Those days are gone. Forever.
Download We Are Gathered Here Together Brands & Agencies Working Together to learn more.
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