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ISBA warns brands are increasingly viewing creative agencies as ‘factories’

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By John Glenday, Reporter

November 13, 2014 | 2 min read

Advertisers trade body the ISBA has warned that brands increasingly regard creative agencies as ‘factories’ after publishing the results of its latest survey.

The research also uncovered a bias of agencies in young relationships to perceive them as having a greater grasp of digital whilst, unsurprisingly, those in long-term relationships are more trusting.

Larger agencies were viewed as being more TV-centric whilst smaller are media neutral whilst clients locked into international agreements expressed greatest dissatisfaction in the poll.

Debbie Morrison, ISBA’s director of consultancy & best practice, said: “A dangerous emerging precedent appears to be the perception amongst clients that their creative agencies have lost the high ground in ideas generation, profundity of thinking and proactivity. Compared to 15 years ago fewer clients now find agency management proactive and believe creative to be on strategy! Allowing the ‘ideas function’ of an agency to diminish in clients’ eyes is a slippery road indeed. No agency wants to be viewed as just a factory!”

Report author Jonathan Lace, director at Advertising Research Consortium (ARC), added: “This report is not a stick to beat agencies with - as with all our work this empirical research is intended to help build better outcomes for both clients and agencies. This research confirms that creative agencies are delivering marketplace results for their clients and contributing significantly to the standing of their brands. Creative agencies also rate highly in terms of trust, respect and assurance. Of course there are some big issues, not least in service, integration, and transparency - and in adapting to the digital world.”

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