Pulse Report 9.16.24

The Setup Pulse: Trends CMOs Need to Know Right Now

Read about what’s being talked about this week!

On Your Mark…Get Set…SPRINT!

Agencies are increasingly using sprint models to deliver focused, high-quality work within short timeframes, catering to Clients' demands for speed + agility. These 1-8 week cycles allow Agencies to respond quickly to market shifts + Client needs. For Clients, sprint models offer quicker results, while Agencies benefit from streamlined operations + more continuous project engagement.

Honey I Shrunk the Client Team

Marketing Agencies are seeing increased budgets as Client-side teams shrink due to the rise of AI + economic pressures. Companies are outsourcing tasks like media buying + content creation, with 78% planning to maintain or boost their Agency spending. This shift lets Agencies handle more operations while Clients focus on strategy.

Pitch Disruption - Lay Off the Layoffs!

Agency pitches are increasingly disrupted by Client team reorganizations or layoffs mid-process, leading to shifting priorities + new decision-makers. Agencies often have to adjust their strategies on the fly, making it hard to maintain consistency + focus. To adapt, Agencies are using flexible approaches like "shadow pitch teams" to stay ready for sudden Client changes + keep the pitch on track.

New + Noteworthy

Small, but Mighty: David Strikes Goliath Again

Brands like GM + Häagen-Dazs are choosing smaller agencies for their specialized expertise + quick turnarounds. This shift reflects the growing demand for flexibility + niche creativity over the broader approach of large agencies.

Ad Of The Week

College Football is back + GameChange is helping fans support their favorite teams with a fresh twist—rounding up everyday purchases to donate to college athletic programs. Created by The Variable, this sustainable giving platform is designed to ease financial pressures on college sports by harnessing the power of micro-donations. This innovative model could inspire other campaigns to build long-term engagement + funding by leveraging fan passion.

Come back soon for the next “Setup Pulse” where we give you quick trend and campaign reports! If you want more in-depth industry content, including interviews by CMOs and Marketing Executives, subscribe to our Newsletter below!

Blog

10 CMO Secrets for Your 2025 Marketing Strategy

The marketing world is always changing, but the core principles of great leadership stay the same. To help you navigate this evolving landscape, we’ve gathered insights from some of the top CMOs in the business from our featured 2024 CMO Spotlight interviews. These ten lessons are just as relevant now as they’ll be in 2025, offering practical advice on leading with impact and staying adaptable in a fast-moving marketplace.

From Spotify Wrapped to Cow Appreciation Day - How Marketers Leverage Consumer Anticipation

Harness the Hype: Wicked Melted Audiences With Marketing Magic

When Wicked debuted in theaters in 2024, it didn’t just break records—it created a cultural moment (some would say it defied expectations). With a jaw-dropping $164 million opening weekend surpassing other notable Broadway film adaptations like Les Miserable and Mean Girls, the beloved story featuring some of the world’s biggest stars was immediately a box office triumph and a marketing masterpiece. Behind its success was a multifaceted strategy picking out the perfect partnerships that not only thrilled fans of the original, but also reached entirely new audiences of all ages and preferences (even the musical haters).

Navigating the New Black Friday

Black Friday has undergone a dramatic transformation since its chaotic in-store origins in the 1960s. Once synonymous with one-day-only doorbuster deals and frenzied shopping, the event is now a weeks-long digital phenomenon, shaped by evolving consumer behavior, economic pressures, and innovative retailer strategies, not to mention some potential trust issues with consumers. Here’s a comprehensive look at how Brands and consumers are navigating Black Friday 2024.

Why Valuing Clients + Your Team Pays Off Big

Whether you’re an Agency or Brand marketing leader, or the point person (Account Services/Project Manager) in an Agency-Client relationship, it’s important to make people feel valued. We’ve compiled notes from countless conversations on what makes a relationship sustainable, and what can ruin it. Check it out!

Pulse Report 10.21.24

Welcome to the Setup Pulse for Brands + Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about tech-savvy Brands, Heinz's misstep, the Marketing Relationship Survey results, and more.

‘Tis the Holiday Season to Gather... and Build Brand Loyalty

The holiday season means show time for a number of industries, meaning Brands need to be on their A-game. With fierce competition and distractions abound, how can your company leave a lasting impression during the holidays to maintain Brand loyalty during the holidays and beyond?

How Data-Driven Decision Making Transforms Agency-Client Partnerships

At Setup, we regularly conduct Agency Assessments where we interview Agencies and their past and current Clients about an Agency's performance, strengths, and weaknesses. Surprisingly, when the results are presented, Clients tend to comment about a lack of data-driven practices, or a need for more.

If data-driven decision making is so impactful, then why are some companies lacking in data usage?

The Case of “Dark Socials” - Tracking the Untraceable

The user's ability to share content privately (or otherwise known as "Dark Social") creates a blind spot for most digital marketers, almost embodying the same effectiveness as a TV spot or a billboard on the street. So how can marketers track the clues to measure what is behind closed doors or hidden in the shadows?

6 Tips to Maximize Your Marketing Budget

With economic uncertainty, shifting consumer expectations, and evolving digital trends (AI, anyone?), it has become more of a challenge to sort budgets. Last year’s numbers may not be a great indicator of future success. One thing is certain, however: demonstrating the ROI from marketing efforts is crucial for brands to stay competitive.

Check out key budgeting challenges that marketers often face and practical solutions to help marketing leaders craft a stronger, more agile budget.

Pulse Report 9.16.24

Welcome to the Setup Pulse for Brands and Agency marketers alike! We provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about Client team layoffs + increased budgets for Agencies, sprint models, football season + more...

It’s Giving… Marketing to Gen Z

Gen Z is expected to have $2.7 trillion in global spending power, and its influence will only grow, projected to reach $12 trillion by 2030. They currently make up about 25% of the worldwide population. While Millennials have more established careers and spend more, Gen Z has the power to shape trends and is increasing its purchasing power as it continues to take over the workforce.

Gen Z is a big deal, and marketers need to pay attention.

What Marketers Need to Know About the Next Generation: Gen Alpha

Although Generation Alpha is not yet old enough to be purchasing leaders, this tech-savvy generation was the first born into a digitally established world, and their influence may cause marketers to change priorities and adapt to new tactics.

Is Your Agency Missing the B2B Boom While Chasing the B2C Bust?

Many Agencies focus on B2C tactics but could be missing out on untapped B2B opportunities. Learn how you can apply the same powerful B2B strategies you use for Clients to fuel your Agency’s growth.

Pulse Report 8.26.24

Welcome to the Setup Pulse for Brands and Agency marketers alike! We provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about being ~demure~, Heinz's standout ads, the DNC branding + more...

The Expert’s Irony: Are Agencies Losing Their Own Game?

Agencies excel at helping businesses grow, but many fail to apply their own successful strategies internally. Explore why Agencies often struggle with their own growth and how to change that.

Talk the Talk: Mastering Workplace Communication + Collaboration

People overall are not feeling heard or understood. When that happens, team members don’t feel valued, and they usually leave a place of employment or end a partnership. We provide suggestions to improve culture, collaboration, and communication for marketing leaders, including our Team Building service.

The Good, The Bad, and The Mediocre: 2024 Cannes Lions

Setup’s Manager of Strategic Partnerships listed his favorite Cannes Lions campaigns from Coca-Cola to Pop-Tarts and more, and the takeaways for marketers.

5 Ad Campaigns that Inspire Change

Being purpose-driven leads to stronger relationships with consumers rooted in trust, a positive perception of the Brand, excited employees and stakeholders who feel like their work has meaning, and more. By leaning into cause-driven marketing, Brands make a stronger impact, and gain more traction. Past studies show that consumers want Brands to care, especially when it comes to values that align with their own.

Through our research and discussions, we were inspired to point out a few ad campaigns that use their influence for good.

Here are five of our favorite marketing campaigns that amplify what it means to be purpose-driven:

Setup Pulse 7.8.24

Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about TikTok influencer marketing, AI + humans team up, the strength of paid media, and more…

A Marketer’s Career Journey: Transitioning from Agency to Client-Side Marketing

Navigating the marketing industry often leads professionals to stick to either the Agency or Brand side, potentially limiting their growth opportunities. In our series, we delve into the experiences of marketers who have made the jump from one side to the other. Building on our previous exploration of transitioning from Client to Agency-side marketing, this time we interviewed Allison Turner, who has transitioned from Agency roles to becoming the Marketing Copy Manager at Floor & Decor on the Client side.

This journey highlights how working on both sides can enhance a marketer's skills and adaptability, making them more equipped to handle diverse tasks and challenges.

The Setup Pulse: Trends CMOs Need to Know Right Now

Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about trade shows, sustainability, creativity, OpenAI partnerships, and more…

The Broken Agency Search Model: How to Make It Right

Traditional Agency searches are often long and expensive, involving high fees and months of vetting. Discover how Setup simplifies the process, delivering highly qualified Agencies in just a week—at no cost to the Client.

A Marketer’s Career Journey: Transitioning from Client to Agency-Side Marketing

Transitioning from Brand-side to Agency-side marketing can be both rewarding and challenging for marketing leaders. This shift offers unique opportunities to enhance strategic thinking, creativity, and versatility while navigating the fast-paced dynamics of managing multiple Clients. Drawing on insights from marketing experts like Cami Albrecht and Elaine Fowler of Sagepath Reply, this blog provides essential advice for successfully making the switch and leveraging the benefits of both career paths.

5 Client-Side Marketing Challenges

Each year, we conduct the Marketing Relationship Survey with both Client-side and Agency-side marketers to uncover the latest insights on marketing challenges, innovative solutions, and industry preferences. This allows us to identify key marketing gaps and provide strategic solutions that simplify and enhance marketers' efforts. Reach about last year’s Marketing Relationship Survey.

What challenges are Clients currently facing alongside their agency partners in 2024?

What Challenges do Agency-side Marketers Face?

Agency leaders and marketers in general are dealing with worldwide challenges like adapting to and adopting advanced technology and social platforms, budget constraints and showcasing marketing’s ROI, and navigating data privacy changes.

The 2023 Marketing Relationship Survey revealed that Delivery and Business Development remained a key challenge for Agency-side marketing leaders in the last year.

Setup Pulse - 5.13.24

Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about the the guts it takes to start a marketing agency, Gen Z spending, AI beer, data privacy, and more…

How Client-Side Marketers Find Marketing Agencies

According to the 2023 Setup Marketing Relationship Survey, Word-of-mouth and Referrals consistently remain the most frequent methods Clients use to find new Agency Partners.

This has been the case for the last five years of the Marketing Relationship Survey.

What does this mean for Clients + Agencies? How can they optimize their efforts with this knowledge?

Setup Pulse - 4.29.24

Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about the new Chief AI Officer role, latest news on the TikTok ban, X’s streaming services, dogs flying, super heroes coming to life, and more…

The Evolution of Marketing: How AI is Reshaping Marketing in 2024

In the fast-paced world of digital marketing, it might feel impossible to keep up. Staying ahead of the curb is as important as having your morning coffee – miss it, and you might find yourself dozing off at the wheel.

You can’t go anywhere without hearing people talk about Artificial Intelligence (AI), but it isn't just a fancy buzzword; it's critical to making sure you aren’t missing key opportunities. Elaine Fowler, Director of Market Strategy, Experience & Marketing at Sagepath Reply, shares how marketers can best optimize AI to improve their marketing strategy.

Setup Pulse ReportSetup - marketing matchmakersSeptember 16, 2024pulse reportComment

Pulse Report 9.16.24

The Setup Pulse: Trends CMOs Need to Know Right Now

On Your Mark…Get Set…SPRINT!

Honey I Shrunk the Client Team

Pitch Disruption - Lay Off the Layoffs!

New + Noteworthy

Small, but Mighty: David Strikes Goliath Again

Ad Of The Week

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