The state of agency-advertiser relationships is definitely unsettled, according to a study done by the CMO Council. For example, "Only 36% of marketers are committed to their agency relationships,
with 49% saying that they may consolidate or change their global agency rosters," writes Uwe Hook. And "just 9% of marketers believe traditional ad agencies are doing a good job of evolving
and extending their service capabilities."
Hook, self-described as a "veteran of the advertising and marketing industry," reports on the study and then doesn't do much to address marketers'
concerns: "Marketers have to understand that agencies are not lazy or disinterested in learning about the client's business," he writes "Structurally, the client-agency relationship is not set-up
for such a learning experience."
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