Creative Agency Secrets

Forrester surveyed US agencies and clients and found divergent views of influence and success.

1.  Agency executives 93 percent thought their efforts "drive their clients’ marketing success," while just 63 percent of the marketing executives contacted agreed
2. About 95 percent of agencies thought that they were well positioned to adapt to changes in Internet advertising while only 45 percent of clients agreed.
3. Of the survey participants, only 15 percent said their agency compensation was tied to business results. When those who did not have such an arrangement were asked why, 43 percent said they never considered it while 36 percent reported it would be too difficult to truly measure the results.

Yikes.  If we are hired because of the results we drive for our clients - this sort of perception mismatch has only one ending.  It would be interesting to know how long the agency:client relationship had been in existence at the point of the survey.  Do these things tire after a couple of years "familiarity breeding contempt"?

This entry was posted on Tuesday, May 29th, 2007 at 8:16 pm and is filed under Advertising, Branding, Pitching, Web 2.0 for business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.