Clients And Agencies Disagree On State Of Relationship
The just released 2004 Salz Survey of Advertiser-Agency Relations paints an uneven picture of the agency-advertiser relationship.
- Twenty percent of advertisers claimed sales had greatly improved over last year but only eight percent of agencies report income having greatly improved.
- Seven percent of advertisers said sales were slightly worse while 19 percent of agencies said their income was worse.
- Fifty percent of advertisers reported more advertiser-agency teamwork while 35 percent of agencies felt that way.
- Eighteen percent of advertisers said there was less teamwork as compared to eight percent of agencies.
- Fifty five percent of advertisers claimed an increased focus on the advertiser-agency relationship while only 12 percent of agencies though that way.
- Fifteen percent of advertisers said there was less focus on client needs yet no agency respondents agreed there was less focus.
- Of advertisers, 23.7 percent felt their sales would increase in agencies were allowed to do their best work. While that metric had a high of 31.4 percent in 1997, it's usually hovered around 20 percent. Less than one quarter of advertisers think an agency's best work can improve their sales.