It’s not a question of client confidence – only 14% of marketers surveyed said their biggest frustration with their creative/ad agency is that they don’t trust them. But agencies that don’t understand the needs of the audience well enough, or that don’t dedicate enough focus or time to the client’s business and the problems it needs to solve are unlikely to deliver long-term value.
“Although they’ll never say it out loud, some agencies are more interested in their own growth and success than in truly serving their clients,” suggests Holly.
“They may not consciously recognise this themselves. But in pushing clients towards unnecessary reinvention, constantly chasing the biggest clients and huge budgets, and neglecting the specific needs and realities of the companies they serve, their deeds belie their flowery words.”
Bottom line impact
This ability to put client needs first, opposed to the agency’s, is what stands creative partners apart. “If you’re asking a client for £100K to make a film, you’re asking them to not hire a pretty decent marketing manager for the next two years,” Chris, Head of Strategy, explains. “So the film that you make for £100K needs to do more for their business than a full-time person for two years will.”
One third of senior marketers underline the importance of value.
- Creativity and innovation (40%)
- Cost-effectiveness (34%) / Proven experience/results in sector (34%)
- Speed of execution (21%) / Breadth of capability (21%)
And with budgets to hit and targets to meet, value-for-money and a streamlined solution are top of marketers’ needs. How value is delivered is outlined in the survey, with almost 8 out of 10 of leaders surveyed agreeing that an agency that delivers branding and advertising expertise as part of singular streamlined service would be an advantage to their business.
“In truth, few agencies have really cracked how to blend those two disciplines,” Chris explains. “Despite the fact that they are, and should be, part and parcel of the same investment.