Infographic: What Marketers Look for in an Agency
Analyzing the makeup of this essential relationship
Just like any relationship, marketers and agencies need to cultivate and maintain their union—and not just during the honeymoon phase. New research from Provoke Insights shows that while cost is the biggest factor driving account reviews, several potential problems can result in agency-marketer relationships being on the rocks, including agency responsiveness and access to research.
“The advertising pitch process is more competitive than ever, with more than two-thirds of companies conducting all or some of their marketing initiatives in-house,” said Carly Fink, principal and head of strategy and research at Provoke Insights. “The research results show where in-house marketers see agencies are succeeding or falling short and also highlight areas where agencies could improve throughout the pitch process.”