That view, felt by many, is borne out in new data from creative and marketing agency Scooter. But marketers are also looking to in-house capability and they think AI will help them get there. About two-thirds of marketers expect that they’ll be moving to project-based pitching, too. Nearly four-fifths of the country’s marketers are looking for agencies to provide clear measurement of their marketing impact. Marketers also looking for innovation and strategic foresight from their agencies and advanced expertise in AI, automation and analytics.