Changes In Brand Strategy Drive Frequency Of Agency Reviews
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Association of National Advertisers, the American Association of Advertising Agencies and researcher Advertiser Perceptions survey found the most common cause of an agency review is a change in brand direction, with 52% of advertising professionals saying such shifts somewhat or significantly increase the frequency of reviews.
The frequency of reviews also is affected by changing macroeconomic challenges (51%), increases in agency staff turnover (50%) and a shift in the competitive landscape (50%), the survey found.
The frequency of reviews also is affected by changing macroeconomic challenges (51%), increases in agency staff turnover (50%) and a shift in the competitive landscape (50%), the survey found.
