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New Report Finds Triple Threat Facing Marketing Agencies, Including AI

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Research from Funnel outlines the mounting risks facing marketing agencies and the opportunities for adaptation
STOCKHOLM, Sept. 20, 2024 /PRNewswire/ — Funnel (www.funnel.io), the marketing intelligence platform, and market insights company Ravn Research (ravnresearch.com) have today released a report on the state of global marketing department and agency relations. You can download the report here: page.funnel.io/access-agency-acceleration 

The report draws upon quantitative and qualitative research from 327 in-house marketing professionals and marketing agency leaders, examining existential challenges to agencies. Funnel and Ravn have found that marketing agencies are facing a triple threat: pressure from regulators and Big Tech, shortages of advanced analytical skills and changing perceptions about the value of agencies themselves, with AI and automation replacing human work in some instances.
AI is becoming more prevalent in marketing
Many in-house marketers say AI will invariably affect their agency relationships.
Key findings:
43% of marketers say AI will make their company less dependent on agenciesAgencies, meanwhile, are largely unphased: two-thirds of agency professionals expect their financial condition to improve over the next year, with AI having a net positive impact on their businessLess than a quarter view increased in-housing of marketing functions, partially resulting from AI adoption, as a major threat to their businessAI is beginning to affect the marketing and advertising industry but is not expected to replace human and agency work any time soon.
Agencies facing mistrust from clients
With the future of marketing dependent on sophisticated measurement models and vast amounts of data needing to be shared between clients and agencies, closer partnerships are required for success. Yet, Funnel’s report indicates a general mistrust in agencies and a frustration with repetitive processes on the clients’ side.
Key findings from surveying in-house marketers:
More than half of in-house marketers do not trust their agency partnerships, particularly when controlling costs and delivering tailored, innovative solutions75% claim that their company’s outsourcing rates to agencies will fall or remain flat over the next yearAdditionally, only 40% of marketers say their agencies are invested in the long-term growth and success of their company; just 47% believe their agencies are communicating well on measurable outcomesQuestion: Do you agree or disagree with the following statements about your agency?
Marketers did note, however, that agencies were better at sharing honest feedback and setting realistic expectations.
“Our agency is in the business of making sense of data analysis, AI, machine learning, language models, and more,” explains Benjamin Keller, Chapter Lead Data and Business Intelligence at Sunlab. “What can be difficult is presenting it in a way that clients can understand and synthesize.”
Agencies’ golden opportunity for value-add
As the last-click attribution method used for measuring marketing impact is slowly eroded by regulatory and Big Tech data limitations, many marketers now face uphill battles to evolve to advanced analytics and rely less on third-party data.
Innovations in advanced analytics, used in marketing, come in three forms:
Marketing mix modelling (MMM) uses statistical models to measure the impact of marketing activities on business outcomes such as sales and ROIIncrementality testing estimates the additional impact of a specific campaign or activity by comparing the results of a test group exposed to the campaign with a control group that was notMulti-touch attribution deploys user-level and micro-level tracking to assess user journeys and the impacts of individual touchpointsKey findings on advanced analytics usage and proficiency:
Teams generally do not have an advanced analytics expert to inform decision-making; for example, 69% of marketers surveyed say they have no clear, documented roadmap to adapt to the deprecation of third-party cookiesSince their clients do not have experts or roadmaps to track performance, most agencies (66%) therefore believe that offering advanced analytics is a major opportunity for their organizationApproximately 60% of marketers are already using some kind of data analytics to measure performanceBut very few are using the most advanced probabilistic forms, such as MMM (26%) and incrementality testing (26%)Few marketers (15%) have plans to outsource additional advanced analytics services in the coming 12-18 months, leaving the majority with reduced visibility on the impact of marketing spendQuestion: Does your marketing team do any of these things in-house?
While many in-house marketing teams require help from agency partners to pull new strategies off, agencies themselves can spread the costs of domain experts across multiple clients, explain methodologies behind their recommendations and guide clients through the complex marketing landscape.
“This report comes at a critical crossroads for the industry,” says Con Cirillo, Head of Marketing, United States, at Funnel. With AI on the rise, cross-device and web tracking falling and marketing teams reassessing their budgets, it is important to examine the relationship between in-house marketers and agency partners. We have unearthed significant findings alongside Ravn Research, particularly concerning confidence in agencies and emerging technologies, as well as a lack of preparedness for advanced analytics among marketing teams. Both sides need to innovate and thankfully there are higher quality tools available than ever to achieve this.”
“Through our qualitative and quantitative research, surveying and interviewing over three hundred in-house marketing and agency professionals globally, we have highlighted the unique challenges facing agencies and captured the general mood of the sector at present,” adds Clare McDermott, Founder of Ravn Research. “This represented a wide range of countries, company sizes, industries and roles, providing strong indications that the industry is undergoing significant changes.”
Demographics
How many full-time employees currently work for your company/agency?
What best describes your level of responsibility within your company?
Survey respondents represented by region
Which of these agency types does your company work with?
About Funnel
Founded in Stockholm in 2014 by Fredrik Skantze (CEO) and Per Made (CMO), Funnel (www.funnel.io) is the Marketing Intelligence Platform that is trusted by globally recognized brands such as Adidas and Sony. Funnel’s unique Data Hub serves as the foundation for marketing reporting for thousands of organizations. With its cutting-edge platform, users can automatically collect, model, visualize, and analyze data from over 500 marketing platforms. The firm has grown to over 300 employees and generated over $50M in ARR in 2023, consistently featuring in the FT 1000 list of Europe’s fastest-growing companies.
About Ravn Research
Ravn Research (ravnresearch.com) is a research services company founded by Clare McDermott in 2021 producing original qualitative and quantitative analysis and data journalism to help brands build authority, create connections, earn followers and tell stories.
Press Contact details
Alex Gallo – [email protected], +44 7762 984 690
This information was brought to you by Cision http://news.cision.com
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CYRISMA, a leading Risk Management Platform for MSPs, secures $7 million Growth Equity Financing led by Blueprint Equity

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ROCHESTER, N.Y., Oct. 9, 2024 /PRNewswire/ — CYRISMA, an all-in-one risk management platform, announced its Series A financing today. Led by Blueprint Equity, with participation from SaaS Venture and Golden Ventures, the funding will accelerate CYRISMA’s platform development, fuel customer success, and expand sales and marketing initiatives.

CYRISMA accelerates security programs for MSPs by providing a cost-effective, all-in-one solution to identify, prioritize, and remediate vulnerabilities, track compliance requirements, and manage AI security risk.
“In partnering with Blueprint Equity, we are excited to leverage their expertise and resources to further enhance our platform and support our customers,” said Liam Downward, co-founder and CPO of CYRISMA. “This investment will allow us to continue delivering an affordable and comprehensive risk management solution, empowering MSPs to protect their clients effectively. Additionally, it enables us to enter into new markets, expanding our reach and increasing brand awareness.”
Blueprint Equity’s Sheldon Lewis, who will join CYRISMA’s Board of Directors, commented, “With the rise of security threats for SMBs, there’s been an increasing number of businesses outsourcing their cybersecurity to MSPs. This has accelerated demand in the market for strong, multi-tenant cybersecurity solutions for MSPs to best serve their clients.” He added, “We were drawn to the breadth of the CYRISMA platform and their strong customer satisfaction. Oliver Downward, CEO, Liam, and the team have an unparalleled insight into the MSP market, and we’re honored to partner with CYRISMA during their next phase of growth.”
About CYRISMA
CYRISMA is an all-in-one risk management platform for Managed Service Providers. With the rise in security threats and demand for cybersecurity services, CYRISMA provides MSPs with an effective, all-in-one solution to manage their cybersecurity initiatives for clients in a multi-tenant platform. To schedule a demo of CYRISMA, please visit https://www.cyrisma.com/.
About Blueprint Equity
Blueprint Equity provides expansion capital to high-growth, capital-efficient enterprise software and technology-enabled services businesses worldwide. Blueprint has $275 million of assets under management and is based in La Jolla, CA. For more information, please visit www.onblueprint.com.
Media Contact:Oliver [email protected]

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Centivax Selects Global CDMO BioCina to Initiate cGMP Manufacturing of Revolutionary Universal Influenza Vaccine

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ADELAIDE, South Australia, Oct. 9, 2024 /PRNewswire/ — BioCina Pty Ltd., a global end-to-end biologics Contract Development and Manufacturing Organization (CDMO), announced a new partnership with Centivax, Inc., for a project involving cell line development, cell banking and plasmid DNA manufacture. Centivax is developing Cent-Flu, a universal influenza vaccine, consisting of a proprietary multivalent mixture of 22 unique mRNA transcripts delivered as a lipid nanoparticle (LNP) encapsulated mRNA vaccine. In vivo, the vaccine has been demonstrated to convey protection against current, past, and future influenza strains. BioCina will provide proven expertise in the selection of optimal plasmid manufacturing cell lines, Master Cell Bank (MCB) and plasmid manufacturing, to support Centivax’s progression to First-in-Human clinical trials.

 BioCina’s Chief Executive Officer, Mark W. Womack stated, “We’re privileged to support Centivax’s breakthrough approach to sustained flu prevention and we couldn’t be more excited to be their partner of choice to initiate cGMP manufacturing, thus advancing the journey to bring such an important vaccine to market. This is a tremendous opportunity for the BioCina Team to leverage our world-class capabilities in cell line development, cell banking, and cGMP plasmid production.”
Centivax’s Chief Executive Officer, Jacob Glanville, said, “We are thrilled to announce BioCina as our Master Cell Bank manufacturing partner for the first phase of manufacturing our universal influenza vaccine. BioCina’s exemplary expertise and track record in mRNA/LNP MCB, combined with their state-of-the-art facilities, aligns perfectly with Centivax’s commitment to innovation and quality. This partnership enables us to leverage BioCina’s expertise to ensure the highest standards of vaccine production. Together, we’re taking a significant step forward in bringing our universal influenza vaccine to market, with the goal of providing broad, lasting protection against the disease on a global scale.”
About BioCinaBioCina is a global end-to-end biologics Contract Development and Manufacturing Organisation (CDMO), offering highest-quality, cost-effective cell line, process, analytical and formulation development, and cGMP clinical & commercial manufacturing for the microbial, pDNA and mRNA modalities. BioCina’s first facility in Adelaide, South Australia has a rich history of developing and manufacturing both clinical and commercial drug substance, backed by most critical SME’s having an average tenure of 15+ years at the site. BioCina boasts an elite quality record having successfully passed regulatory inspections by the US FDA, EMA, TGA and Health Canada. Through a partnership with NovaCina, BioCina offers clients a highest-quality fill-and-finish solution. BioCina is proud to have clients globally, including the U.S., Europe, and the Asia Pacific. Australia offers one of the most attractive tax incentives globally (up to 48.5% cash refund), and one of the world’s premier trial networks, making it an ideal destination for biologics companies looking to invest in scaling-up and manufacturing products. Visit https://biocina.com.
About CentivaxCentivax is a universal vaccine platform technology company founded and led by experts in vaccinology, vaccine regulatory affairs, immunology, and computational bioengineering. The universal vaccine platform intellectual property has demonstrated unprecedented breadth of protection against influenza and coronaviruses. The platform delivers ultra-broad neutralizing titers, HAI titers and in-vivo protection in ferrets, pigs, rats, mice and human immune organoids. Development of the Centivax platform has been financially supported by the Global Health Investment Corporation (GHIC) BARDA venture arm, NFX, BLUE KNIGHT™ J&J/BARDA program, the Bill and Melinda Gates Foundation, the National Institute of Health (NIH), the Naval Medical Research Center, the Walter Reed Army Institute of Research, the Medical Technology Enterprise Consortium, the Department of Defense, and the National Institute for Innovation in Manufacturing Biopharmaceuticals. Centivax is on a mission to accelerate the world’s transition to a post-pathogen humanity.
Media [email protected] 
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Hyperview Revolutionizes Data Center Management with Advanced DCIM Suite

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New Carbon Footprint Reporting Delivers Unmatched Insights, Optimizing Sustainability and Performance
VANCOUVER, British Columbia, Oct. 9, 2024 /PRNewswire/ — Hyperview, the leading cloud-based data center infrastructure management (DCIM) platform, today unveiled a suite of groundbreaking features set to transform data center management through detailed measurement and comprehensive sustainability tools.

At the heart of this is Hyperview’s new carbon footprint reporting system, providing granular insights that surpass traditional location-based methods. The initial offering provides location and rack-level carbon footprint reporting, with future releases set to include carbon footprint reporting down to the asset level. This phased approach enables a level of detailed analysis previously unseen in the industry, allowing for more informed, impactful operational decisions. By offering a holistic view of a data center’s environmental impact, from equipment performance to overall energy consumption, Hyperview is setting a new standard for sustainability management in the digital infrastructure sector.
“The timing of this release is crucial”, says President and CEO Jad Jebara. “As the data center industry faces mounting pressure to address its environmental impact. Data centers currently consume 1.5% of the global energy supply and emit 59 million metric tonnes of CO2 annually. Without significant intervention, experts project this consumption could skyrocket to 8% by 2030. Hyperview’s solutions enable targeted reduction strategies, addressing inefficiencies in IT equipment management and providing detailed emissions analysis.”
Key Highlights:
Phased Reporting Implementation: Initial offering includes location and rack-level carbon footprint reporting, with asset-level insights coming in future releases.Asset-Level Analysis: Enables impactful decision-making through detailed equipment, material, and power data.Predictive Capabilities: Offers current data and future predictions, surpassing competitors’ reliance on historical information.Cost-Effective Solution: Eliminates need for additional professional services through automated data collection and presentation.Regulatory Compliance: Assists in navigating evolving regulations (SB 253, CSRD, EED) while improving ESG performance.Comprehensive Sustainability Tools:Carbon footprint tracking and managementUnlocking stranded power and cooling capacityMonitoring energy usage efficiency and kilowatt hours at rack-levelSetting rack-level thresholds for power and temperatureMonitoring temperature, Delta-T, and humidity”Hyperview’s precision in digital infrastructure management is akin to diagnosing a specific medical condition rather than broadly identifying an illness,” continues Jebara “While competitors might broadly identify issues, Hyperview pinpoints specific causes, enabling our clients to make targeted improvements, significantly reducing their carbon footprint and operational costs.”
These features allow clients to gain a detailed understanding of their energy consumption and identify areas for improvement, contributing to significant carbon footprint reductions. The platform’s detailed data helps clients understand their current situation and make accurate future predictions.
With this advanced DCIM suite, Hyperview reaffirms its position as a leader in data center management solutions, offering unparalleled tools for sustainability, efficiency, and regulatory compliance. As the industry evolves, Hyperview remains at the forefront, driving innovation and enabling data centers to meet the challenges of tomorrow.
To experience Hyperview’s Carbon Footprint Reporting firsthand, schedule a demonstration at https://www.hyperviewhq.com/carbon-footprint/
About Hyperview
Hyperview is the leading cloud-based data center infrastructure management (DCIM) platform that empowers enterprises to optimize capacity, reduce power and energy consumption, lower costs, and avoid outages. The powerful and easy-to-use platform includes Asset Management, Energy Management, Power and Environmental Monitoring, Capacity Planning, and 3D Visualization. Learn more at www.hyperviewhq.com. 
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