Fragmentation in Marketing

Many brands struggle with the fragmentation of their marketing efforts, often working with multiple agencies for different needs, such as creative, media, and social. This division can lead to competing priorities among agencies, causing a lack of collaboration and cohesion in marketing strategy. The complexity of these structures, while understandable in a more specialized marketing landscape, often results in inefficiencies and missed opportunities for synergy. A rising trend among global clients suggests a movement toward consolidation, where a more unified approach can better serve their marketing goals.