Agencies to Look for Improved Relationships with Marketers


When an enterprise hires an ad agency, both parties have expectations. The marketer anticipates a great ad campaign and businessmeeting1higher sales and the agency hopes for a long-​term business relationship. Things don’t always work out that way and a new study explains why.

The study carried out by Joanne Davis Consulting focused on feedback from ad agency executives. It turns out that agencies believe their clients are not doing their homework. The trouble often starts with the hiring process. Over half of agencies say clients don’t probably evaluate which firm would be the best match for their needs. Another key problem area is the assignment brief and agencies have the following opinion on the work documents:

  • Complete but lacking in focus 53%
  • Incomplete and inconsistent 27%
  • Complete and focused 20%

Only about half of agencies believe their clients possess the kind of strategic capabilities they need to succeed. The poor opinion of clients is not consistent across agency types, however. Media firms were more likely to say that clients are higher quality and allowed them to access decisions makers as necessary.

Agencies are feeling the pinch from client cost-​cutting. In some cases, this means agency consolidation, and in other cases, agencies are looking for ways to do more with less. Agencies anticipate better times ahead though and most of the execs in this survey expect to diversify their expertise and their technology offerings to meet their client needs.

If you’re working at an agency, have you encountered poorly defined assignment briefs? Have you found a way to successfully address the problem?

[Source: Bruell, Alexandra. Clients Must Improve Quality of Briefs. Adage​.com. 24 Apr. 2013. Web. 9 May 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.