Agencies express need for clearer assignment briefs, according to ANA
Only 27 per cent of agencies, compared to 58 per cent of clients, reported that clients provide clear assignment briefs, the Association of National Advertisers (ANA) has found.
While the ANA’s ‘Enhancing Client/Agency Relations 2015’ study that took place in the first quarter of 2015 reveals that clients and their agencies have strong relationships, there is a general dissatisfaction when it comes to the quality of the briefing process and compensation agreements.
Clients and agencies did not see eye to eye in terms of the client approval process: 54 per cent of clients were satisfied with their current arrangement, but only 36 per cent of agencies reported satisfaction.
When it comes to compensation, only 40 per cent of agencies found it to be fair compared to 72 per cent of clients.
Yet overall, 87 per cent of clients and 86 per cent of agencies reported that they felt the agency is a valued business partner that plays an important role in business strategy and results.
Bob Liodice, president and chief executive of the ANA, said: “We are pleased to see that at the core, client/agency relationships are sound. Having that strong foundation is a cause for optimism. However, there are disturbing legacy issues that continue to plague the partnership that have been further complicated by blossoming transparency concerns. The ANA is committed to making tangible improvements and will be working in partnership with the 4As to actively address these issues.”
The report also revealed 54 per cent of clients and 47 per cent of agencies agree that in-house client resources are increasingly becoming a realistic option for clients.
Both clients and agencies reported that agencies work well with other agencies: 65 per cent of clients agreed with this statement with 88 per cent of agencies agreeing as well.
The study took place in January and February of this year and was completed by 126 ANA members along with 105 agencies. More than half (58 per cent) of the agencies surveyed were media and creative, 23 per cent were creative, 12 per cent were media, and 7 per cent were specialty or classed as 'other'.