The survey said that only 49% of marketing and comms directors believed their campaigns were well integrated, with four out of five saying the issue was among their main concerns.
Said Rob Bryant, managing director of Mobas, “This survey highlights integration as a chief concern of nearly half of comms directors. In fact, more and more brands are seeing the benefit of having one fully integrated agency, which can combine brand, design, digital and PR for a very powerful punch across all channels.”
Of the 61 senior in-house figures in the poll, 69% managed between two and five agencies, and a further 10% managed six or more, according to the survey.
The survey also revealed that just 11% of comms directors assigned a lead agency to take charge of the other consultancies in the brand’s roster – a model followed by Procter & Gamble.