CMOs are reevaluating digital marketing agency partnerships amid budget pressures, GenAI adoption, and evolving business models. Agencies account for 23.3% of marketing spend, making them critical to success. The guide urges transparent selection and performance reviews, and highlights GenAI’s growing—but not yet cost-reducing—impact. TikTok, AI, and cross-functional collaboration are reshaping strategy. Gartner profiles top global agencies like Accenture Song, Deloitte Digital, VML, and Globant Create, advising CMOs to prioritize relevance, internal alignment, and flexibility in agency relationships.

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