Evaluating Creative Agency Performance III

Evaluating Creative Agency Relationships III report reveals what clients think of their agency's performance and relationships in the new multi-channel digital age.

Latest research - conducted by ARC in collaboration with ISBA - into what advertisers think of their creative agencies provides fascinating insights into the strengths, weaknesses and major issues facing clients and agencies.  In-depth surveys of ISBA members and other major advertisers (representing over £2.5 billion ad spend) demonstrates significant problems and how best to resolve them - e.g. in choice of size of agency or scope of services.  The research reveals in depth how agency relationships and performance change as the relationship matures, how clients with different sized budgets fare and what makes for the top rated 3* agency performance.  An invaluable guide to both clients and agencies on the status quo, as a benchmarking tool and as a catalyst to shaping and improving future relationships.

A few key findings from the report

 

 

Jonathan Lace, Director of ARC and author of the report, said:

“This report is not a stick to beat agencies with - as with all our work this empirical research is intended to help build better outcomes for both clients and agencies.  This research confirms that creative agencies are delivering marketplace results for their clients and contributing significantly to the standing of their brands.   Creative agencies also rate highly in terms of trust, respect and assurance.  Of course there are some big issues, not least in service, integration, and transparency - and in adapting to the digital world.

 

Debbie Morrison, ISBA’s Director of Consultancy & Best Practice, said:

“15 years ago clients were more reliant on their main creative agency for most communications.  Now they are not so dependent having added specialist digital, social, mobile, experiential, content and even media agency capabilities etc. to their creative services rosters.  Many leading clients have also brought specialist skills in-house to create these new activities themselves, in a more agile and dedicated fashion.” 

 

 

 

Both reports in digital format emailed to you with password to access locked PDF files

ISBN 978-0-9576667-2-6, ISBN 978-0-9576667-3-3 Price £265.00  incl. p&p to UK