Global Survey Says Marketers Not Happy With Agencies; Wunderloop Files For Bankruptcy

» A new survey by The Fournaise Marketing Group found that nearly 65% of the world's top marketers are not satisfied with their agency's performance, and are still not result-driven enough. The poll was carried out among 1000 global marketers on several aspects of their Marketing ROI, including increased pressure for better performing campaigns and the effectiveness of agencies' media buying and planning.

Here are some of the interesting stats from the survey:

1) the Result-Drivers who truly believe that the primary purpose of a campaign is to deliver the bottom line results of their clients, and do whatever they can for that (35%);

(2) the Result-Pretenders who claim they believe in making campaigns that deliver results, but are internally not prepared to put in place the relevant systems and processes to do so (43%); and

(3) the Dreamers who still live in old “Adland” (22%).

This report shows that there is a huge opportunity for agencies adopting technology and using data to deliver better ROI for clients. 65% of those surveyed are clearly unhappy with their agency's performance. Granted this survey is not wholly focussed on digital, but it does point to a malaise int he present eco-system. It's only a matter of time before these CMO's discover the efficiencies of the exchange eco-system, and demand more more buys through the automated channel. [Fournaise Group]

» According to reports in Germany, behavioural targeting firm Wunderloop has filed for bankruptcy. The company was seeking fresh funding from existing shareholders and other sources, but have so far failed to secure new investment. Wunderloop is one of Europe's big BT players with significant market share in both Germany and France. It did enter the UK market two years, but a confused proposition led to a withdrawal at the end 2009. Wunderloop was recently announced as AdAudience's platform partner. AdAudience, a joint venture between a number of top German publishers, is using the Wunderloop platform to run its audience selling marketplace. How this affects the present relationship is unknown. If Wunderloop can't secure new investment, I expect a rival to buy the company in the coming months. Why would this company be attractive for a buyers? Technology and market position in European markets, like France and Germany, would be the big draws. [Horizon]