Agency perception

NZ Marketing partnered with insights agency TRA to survey a diverse selection of senior marketing professionals, to get a gauge for their impressions of an industry they work so closely alongside – New Zealand’s Adland.

Results from our survey of top marketers on what they really want from their agency partners.

This industry-wide Agency Perception Survey provides both marketers and agency reps with insight into the nature of their working relationships, identifies challenges, strengths and weaknesses, and assesses how creative and media agencies can best respond to them. It also delves into budget allocation and spend, outsourcing versus insourcing and what the future of marketing holds for creative agencies in the wake of Covid-19.

On the next eight pages, we examine these exclusive insights, reveal what marketers look for in their agency partners, and offer marketers’ takes on some of the difficulties their peers face and how they can best be overcome.