Study: What Marketers Really Want From An Agency

Study: What Marketers Really Want From An Agency
SHARE
THIS



A new study has delved into the murky waters of marketer/agency relationships and found that creativity still tops the list for winning new business.

The study, albeit a US one, examined the relationships of some 736 brands and their agencies and found that satisfaction levels in the relationship remained surprisingly high.

Brand strategy firm, Provoke Insights, conducted the study and found that although, typically, agency relationships were good, they could quickly sour over things like responsiveness or access to research.

The chief findings of the study include:

• 36 per cent of brands said they outsourced all their marketing and advertising, while 20 per cent had a mix of in-house and outsourcing.

• Typically (some 67 per cent) of companies that hire ad agencies have 500 or more employees (but again, this was a US study).

• The average brand-agency relationship was five years.

• Some 39 per cent of respondents said they were very satisfied with their relationship with their agency. Fifty-six per cent said they were satisfied, two per cent were dissatisfied and a further three per cent said they were very dissatisfied.

• When it came to what marketers wanted most from a pitch, creativity topped the list (50 per cent). Understanding objectives was next (47 per cent), followed by prior experience in the industry (35 per cent), listening to clients (30 per cent) and cost (27 per cent).

• Costs topped the list as to why a company would put an account in review. That was followed by relationships, access to research, responsiveness, marketing effectiveness and prior experience in the industry. Working style and a change in company leadership were nominated as the least likely reason a marketer would switch its agency.

 

Please login with linkedin to comment

Provoke Insights

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine