Agencies risk being pigeon-holed as technical specialists without moving into trusted advisory roles More advanced CI functions Agencies are used as technical specialists across the board, though with maturity, . d e v r use agencies even more agencies become "trusted advisors" e s e r s t h g Respondents who agree (%) Respondents who agree (%) i r l l A . k r o +18% w t e N Majority still maintain strategic s s e n control internally i +89% s u B ch r a e s e R l a b o 80 80 l G 70 68 77 e 73 Th 64 d 59 57 58 n 54 53 a 41 43 c. 38 n 35 I , p u o t r r G o p g e n i Roles R t Technical specialists Trusted advisors Strategists l Use of external consumer y u d s u n t Co insight/market research S 7 n 1 o vendors/partners to complement 0 t 2 s o t B internal skills and capabilities ghe More internal ownership More external ownership i s Th In y f b o 7 OI 1 R 0 Stage 1 Stage 2 Stage 3 Stage 4 2 - © N B t h g i GRr Question: A5: To what extent do you agree/ disagree with the following statements? G y C p Source: BCG / GRBN ROI of Insights survey, May 2017 (N = 187) 76 B Co