Proof That Clients Get The Agencies They Deserve

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Good clients drive better performance from their agencies

Conversely, bad clients get below average performance from their agencies.

Over 50 years ago, David Ogilvy famously said that “clients get the advertising they deserve”. This has now been validated by our analysis of over 22,000 client-agency relationships which has shown that agency performance is highly dependent on client performance.

The knowledge and data we have gathered proves statistically what we all know instinctively. Every time a client team improves, it is more than 99 per cent likely that the agency team will improve too. And the reverse is also true. The agency-client relationship is highly interdependent. In effect, this is saying that the good performance of the client is absolutely essential to maximise agency output.

The chart below compares the scores given by marketers of their agencies and by agencies of their clients in each of those evaluations. The clustering of these scores around the trend line proves two hypotheses – with 99.99% accuracy;