Marketing budgets under pressure. The answer is OneAgency model

Marketing budgets will also be under pressure in 2026. The continued fragmentation caused by increasing technologies, tools and communication channels, the expected average media inflation of 7-8% and, on the other hand, the tendency of marketing budgets to stagnate at the levels of previous years, force marketing directors to look for solutions to budget challenges.

According to Gartner's CMO Spend Survey, nearly 40% of CMOs surveyed plan to look for savings at the agency level.In addition to negotiating the terms and conditions with the current agency, simplification of the structure and number of cooperating agencies is one of the TOP3 planned austerity measures. It is this move that can be a huge fit for a CMO.

The latest data shows that companies that have reduced the number of agencies and consolidated creative, media and data under it isper day integrated team, achieve an average of 15 to 25% lower marketing costs and at the same time a significantly higher return on investment. At the same time, they reduce the time to market for campaigns by up to 40% and increase the overall effectiveness of marketing by around 30%. In the context of increasing market complexity, integration itself ceases to be an option, but becomes a competitive advantage.

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‍One team. One strategy. One common goal.

Modern marketing needs to connect connections. Brilliant creative ideas cannot be separated from media, technology and customer experience. Since media departments separated from advertising agencies in the 1990s, marketers have often been forced to glue solutions from a multitude of suppliers. This causes misunderstandings, ambiguity in responsibility and loss of attention to important things.

OneAgency replaces this fragmented model One coordinated multi-expert team, with unified leadership, common KPIs and a single goal: brand growth.

It turns out that without a unified management of the brand's communication strategy in the field of creative, media or production, isolated activities arise, strong in themselves, but incompatible and inconsistent with each other. However, consistency is not an aesthetic choice. According to data from Kantar and PWC, consistent brand communication across channels increases customer loyalty by 25% and trust in the brand by 30%.

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OneAgency's unique model covers creative, media, production and data

OneAgencyis the consolidation of creative, media, production, data and technology expertise into one cohesive team operating under one roof, one leadership, one strategy and one common goal. It's a shift of the marketing director's focus from coordinating a fragmented ecosystem of agencies back to actual brand management and business growth. It is a shift towards the new added value that brands can get from agencies.

It all starts with an initial meeting where we will name the biggest challenges together and put together a bespoke team for you to unify the strategy and create the framework for a much more effective and consistent marketing communication setup. Find out how it works OneAgency model and let us know about yourself.