Andy Zonfrillo took some time at Campaign360 to share his thoughts on in-housing, internal client relationships and the challenges of agency life today.
Andy Zonfrillo, the global president of IPG Mediabrands’ Magna, says that agencies are more critical to clients than ever. In this video, recorded at the Campaign360 conference in Singapore, he discusses how the agency model is evolving, the relationships between marketers and finance departments and why his biggest challenge as an agency head is “articulating effectiveness”.
Zonfrillo also comments on the trend for clients taking more work, particularly on data management, in-house, seemingly a worrying development for agencies. In the ‘Business of Media’ survey recently carried out by Campaign and Kantar, we found that 74% of respondents from brands think data is best managed in-house, and a similar percentage of all those surveyed said they trusted in-house data more than data gathered from other sources.