A newly released ANA Agency Relations Study indicates that things are pretty hunky-dory in Agency La-La-Land (I have gracefully cut, pasted and indented the additional insights which counter the previous ones)
Here are the highlights:
- 93% of advertisers surveyed feel that their relationship with their lead strategic and creative advertising agency exceeds or meets their expectations
- 32% of advertisers think integrated communications ideas are most important to receive from their lead agency and 21% do not believe this expectation is being met.
(Update 9/21) Just to be clear...the question was as follows, "how would you describe the status of your relationship with your lead strategy/creative agency, compared to a year ago" - so the fact that 58% said "same" does not necessarily indicate satisfaction, does it? It could just mean that the relationship was strained then...and nothing has changed.
- The overall state of the client/agency relationship is positive, with 36% of advertisers indicating that their relationship has improved from a year ago (58% believe it has remained the same)
- 42% of clients have considered or have already added an additional agency to increase branding and creative efforts
- 72% of clients said that interactive services has increased in importance
- Advertisers felt that agencies are not meeting expectations in the following areas:
- Ability to handle or add new services (26%)
- Integration across multiple disciplines (21%)
New Marketing Nugget: While 67% of advertisers define "creative development/execution" as an absolutely critical dimension of agency creativity, only 14% rated creative use of technology as essential. Hmmmmmmmmm.
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