Infographic: What Marketers Look for in an Agency

Analyzing the makeup of this essential relationship

New research from Provoke Insights shows that cost is the biggest factor driving account reviews. - Credit by iStock Photo
Headshot of Sammy Nickalls

Just like any relationship, marketers and agencies need to cultivate and maintain their union—and not just during the honeymoon phase. New research from Provoke Insights shows that while cost is the biggest factor driving account reviews, several potential problems can result in agency-marketer relationships being on the rocks, including agency responsiveness and access to research.

The advertising pitch process is more competitive than ever, with more than two-thirds of companies conducting all or some of their marketing initiatives in-house,” said Carly Fink, principal and head of strategy and research at Provoke Insights. “The research results show where in-house marketers see agencies are succeeding or falling short and also highlight areas where agencies could improve throughout the pitch process.” 

NexTech, July 27-30, 2020 Don't miss Adweek NexTech, live this week, to explore privacy, data, attribution and the benchmarks that matter. Register for free and tune in.
This story first appeared in the Feb. 19, 2018, issue of Adweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.