Research Clients Behaviour

Clients behaving badly? Agency professionals weigh in to measure clients' reputations


By Sam Scott | former employee

April 10, 2014 | 2 min read

The Drum's has launched research that will measure the professional reputations of the 100 highest spending brand clients in the UK.

Following qualitative research that revealed factors key to a client's reputation within the marketing industry, agency personnel will be invited to anonymously score clients on factors such as procurement and pitching, financial management, quality of briefs, and appreciativeness.

Gordon Young, editor of The Drum has said of the Client Reputation research, "This is an exciting topic and one that deserves the attention of agencies and client marketers alike".

"Our research has shown that agencies are commonly vexed and hindered by the same set of shortcomings on the part of the clients they work with. At the same time this research will showcase those clients that have a reputation for maintaining positive working relationships with agencies".

The Drum's research partner Chris Merrington, founder of agency consultants Spring 80:20, talked of this experience in this area, "I specialise in helping agencies work more commercially, be more successful and sell more effectively with clients. Having worked with over 90 agencies I hear many stories about the bad behaviour of their clients and some stories that make my skin crawl".

Other factors explored through the research include budgeting, timescales, creative freedom/direction, and communication and sharing of information.

Please follow this link to rate up to three clients, or complete the survey below.

The survey will remain open until Friday 30 May.

The survey can be submitted anonymously and your responses will not be attributed to you. But if you would like to receive a free copy of The Drum magazine in which the findings appear, please add your details at the bottom of the form.

Research Clients Behaviour

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