Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
Why CMOs Are Capping Agency Scope Creep
Episode 44 of The CMO Podcast with Fexingo. Lucas and Luna dig into a specific pain point that marketing leaders are grappling with in mid-2026: agency scope creep. They examine how P&G's procurement team recently capped retainer growth at 3% annually and forced quarterly scope resets — a move that has rippled across CPG and beyond. Lucas breaks down the economics: the average Fortune 500 CMO now spends 18% of their total marketing budget on agency fees, yet 40% of that goes to out-of-scope work according to a 2025 ANA study. They discuss the shift to fixed-scope, milestone-based…
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