AGENCY RELATIONSHIPS

When it comes to agencies’ abilities to deliver on marketers expectations of them, most marketers agree that agencies are generally only seen to meet expectations. Only three percent surveyed feel their agency partners exceed expectations.

A quarter of marketers feel the industry doesn’t meet expectations. (Figure 4.)

Drilling down further, marketers see their relationships as a blend of strategic and transactional. (Figure 5.) The marketers surveyed feel they have strategic partnerships with agencies, with 35 percent saying their relationship is strategic, and 38 percent saying it’s a mixture of strategic and tactical.

‘Agencies need to make sure they’re up to date on the latest research into advertising and marketing effectiveness, and make sure that they integrate these learnings into what they do.’ Survey respon