Marketing agencies tend to be much more confident about the quality of their work compared with the level of satisfaction their brand clients express regarding that work, according to recent research from Wpromote and Ascend2.
The report was based on data from a survey of 238 professionals working for businesses that provide marketing and media agency services as well as a survey of 272 marketing decision-makers who use agency services.
Across a range of areas—including overall delivery of services, pitching, timeliness, and creative ideation—agency respondents express confidence in their abilities at rates higher than brand respondents who express satisfaction in those areas.
Brand respondents say the biggest challenges they face working with agencies are speed of delivery, budget overruns, ineffective communication, and misalignment of goals.
Brand respondents say what they value most from their agency partners are creativity, return on investment, performance against goals, and agility/flexibility.
About the research: The report was based on data from a survey of 238 professionals working for businesses that provide marketing and media agency services as well as a survey of 272 marketing decision-makers who use agency services.
