Research by Forrester and SoDA, http://sodareport.com/forecast/trends-shaping-tomorrow/

Speed, value, agility and transparency wanted by marketeers.

What do client-side business leaders want? Brilliant strategies? Mind-blowing creative? Category-busting innovation? Technological wizardry? Lower billable rates? The rock sensation Queen said it best…. they want it all and they want it now! And even though (half-jokingly), this is most certainly true, a more pragmatic look at the market shows marketing leaders with a growing desire for partners that can operate collaboratively, nimbly, quickly and effectively.

Creative leaders gain currency in c-suite

In business, the creative discipline has historically been confined to the marketing function and deployed as an adjunct to business or product strategies cooked up elsewhere in the organization. The phrase, “make it pretty,” best captures this ethos. But times are changing, and design leaders increasingly find themselves at the helm of successful start-ups, in an advisory capacity at VC firms, or in newly minted C-level roles at traditional brands. 

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