AGENCY-CLIENT GAP BIGGER
By Adnews Staff
Advertisers and their agencies are more apart than ever, according to a survey conducted for Nancy L. Salz Consulting of New York. Advertisers wanted to know why agencies can't be more like them, says company president Nacy Salz, while agencies feel they could do a lot more for their clients if the latter would let them. When asked if the productivity of relationships has increased as a result of the downsizing by both advertisers and agencies in the past decade, 64% of advertisers said it had, compared with 29% of agencies. When asked if downsizing has caused the quality of advertising to suffer, 45% of agencies said yes, but only 13% of advertisers. When asked if agencies were just another vendor, 65% of the agencies agreed, but only 11% of advertisers. Agencies surveyed said they are doing the best work they can for only 53% of their clients. That's the lowest percentage in the history of the study. Advertisers believe their business would increase 27% if they were to consistently get the best work from their agencies - the highest this figure has been since the survey began 10 years ago. Thurm Marketing and Consulting of Princeton, New Jersey conducted the study.