A just published Association of National Advertisers Survey (ANA), shows that brand marketers (clients) are demanding a more holistic approach from agencies and for a better way for agencies to communicate with other agencies. Survey answers from clients included: “Be more collaborative with other agencies to deliver the best results for the client, rather than protective over their share of wallet,” and “streamline their network P&L (have one!) to support our business, not theirs.”
In the first quarter of 2015 (between January 28 and February 25), the Association of National Advertisers (ANA) conducted parallel surveys among ANA members and agencies on issues related to the client/agency relationship. According to the survey client and agencies agree that “their client/agency relationships are strong; they trust the other and that a long-term client/agency relationship is important.” However, “agencies are not in alignment on the fairness of their compensation arrangements.”
Another result of the survey is that brand marketers (clients) are demanding a more holistic approach from agencies and for a better way for agencies to communicate with other agencies. Below we delve deeper into this aspect of the Survey:
QUESTION 1: Do agencies work well with other agencies?
|Strongly Agree||Agree||Neither Agree or Disagree||Disagre||BOTTOM TWO|
|CLIENT: Our agencies work well with other agencies||11%||54%||22%||10%||32%|
|AGENCY: We work well with other agencies/||36%||52%||10%||1%||11%|
SOURCE: 2015 ANA Survey “Enhancing Client Agency Relationships”
COMMENTARY: Clients and agencies agree that agencies work well with other agencies — but those levels of agreement differ. While 88 percent of agencies agree, 65 percent of clients agree. Meanwhile, only 11 percent of clients strongly agree versus 36 percent of agencies. Almost a third of clients either disagree or neither disagree/agree with the statement that agencies work well with other agencies.
QUESTION 2: (Clients were asked: )“What could your agency do to foster a more productive client/agency relationship?”
• Be more proactive
• Have a better understanding of the client’s business
• Integrate/collaborate with other agencies
• Increase transparency
3. Selected verbatim highlights from open-ended questions to clients:
Be more proactive than reactive.
Partner across holding company affiliates to bring integrated team that is more efficient and doesn’t add layers.
They can work more collaboratively within their different groups as well as with different agencies.
Be more collaborative with other agencies to deliver the best results for the client, rather than protective over their share of wallet.
More collaborative cross-agency briefings and brainstorming.
Our key AORs need to communicate better with tactical agencies.
Streamline their network P&L (have one!) to support our business, not theirs.
They can work more collaboratively within their different groups as well as with different agencies. Too often there seems to be a turf war.
YOUR THOUGHTS: Whether you are on the brand marketing, agency, media or vendor side, an efficient client-agency relationship is key for you: What are your thoughts on the client agency relationship. Post your comments below or on the Portada LinkedIn Group!