TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC PRNewser 10,000 Words GalleyCat UnBeige MediaJobsDaily

STUDY: Trust is Missing in Agency-Client Relationships


RPA, the indie ad shop in Santa Monica responsible for ‘Farmers (Insurance) University,’ released a Cannes-ready study with USA Today addressing what seems to be the missing ingredient in agency-client relationships: Trust.

Its focus is what trust has to do with the creative process. In short, a good bit. Judy Vogel, vice president of research, Gannett Co., Inc., the parent company of USA Today, says:

“We believe everyone in the industry has a role to play in supporting more honest conversations between agencies and marketers.”

Findings after the jump.

the-naked-truth-188The study, called ‘The Naked Truth,’ contains some numbers in need of attention:

Nearly all advertising and marketing executives (98%) say that the best work comes when clients trust their agencies, collaborate (94% agencies, 100% clients), and maintain long-standing relationships (84% agencies, 81% clients).

And there’s more…

  • Nearly two in three marketers (60.5%) and agency executives (70%) admit they don’t share the same definition of creativity.
  • More than half of marketing executives (56%) say their agencies are more interested in “selling” them their work rather than solving their problems.
  • In fact, marketers and their agencies differ on many basic business goals. While nearly all agencies (90%) say they understand their client’s businesses, only 65% of clients agree.
  • Agencies are more likely than their clients to say they understand how to drive sales (84% vs. 56%) and to do a good job of demonstrating ROI (76% vs. 40%).
  • On the other side, 76% of agency executives say their clients are afraid to take risks and are twice as likely as their clients to feel that the best creative can move their businesses (48% vs. 26%).
  • Meanwhile, nearly nine in 10 marketing executives (88%) claim to speak their mind freely, even when it’s uncomfortable. But among agency leaders who frequently interact with clients, only 36% believe this is true.

How accurate are these numbers?

Mediabistro Course

Social Media 101

Social Media 101Get hands-on social media training in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will help you determine the social media sites that matter most to you, based on your personal and professional goals. Register before July 31 and get $50 OFF with early bird pricing. Register now!