South Africa, Oct. 22 -- What truly matters right now is leadership. Agencies need strong leaders who can guide clients through the chaos. The basics of marketing still work when it comes to generating real business. At Hoorah, our goal is to show clients what's possible and what's not through honest, open reflection.

The "hot new thing" of the month won't drive long-term brand sales; it'll only generate short-term gimmick wins for agencies. Agencies need clients, but now, more than ever, brands need agencies. Many brands are caught in a trap of stagnation. There's so much to do that they don't know where to start. Here are five strategic plays CMOs should focus on.

1. In-house vs outsourcing

This topic is hotter than ever. At Hoorah, ...