Winning upstream: the agency’s role in customer-centred transformation

Right now, CMOs are under relentless pressure to deliver customer-centred growth. Everyone says they want more relevance, more personalisation, more efficiency. But the reality is that most teams are still fighting uphill against three immovable blockers: fragmented data, skills gaps, and painfully slow content production. You can’t deliver modern customer marketing if the fundamentals are broken.

At the same time, the agency landscape has fundamentally shifted. Agencies aren’t just competing with each other anymore. They’re competing with consultants who are shaping strategy before agencies are even invited into the room. They’re competing with tech vendors who are selling the vision of orchestration and personalisation directly. And they’re competing with in-house teams who are getting stronger, smarter, and more connected to the business every quarter.

Clients are reorganising around customer segments and value pools, not channels. The vertical silos of the past are fading. The work has become horizontal, integrated, and outcome led. And many brands can’t even confidently brief “personalisation” because their building blocks (data, tech, talent) still aren’t connected.

So, the opportunity for agencies is absolutely there. But it’s upstream.

The agencies that win will stop selling campaign ideas in isolation. They will act as transformation partners. They will help cut through complexity, re-shape customer strategy, unlock usable data, speed up content operations, and connect customer and brand to media and results.

Clients don’t need more noise. They need partners who help them change the way they work - and deliver customer outcomes. These are the agencies that will keep winning.