Survey: Advertisers cutting agency rosters
October 9, 2012
The rigors of the recession have prompted many U.S. brands to slash the number of agencies they use in their advertising, and they may not be done yet.
That’s according to a new poll from marketing consulting company Avidan Strategies, which found that 51 percent of brands surveyed had reduced the number of agencies that they used during the three-year period.
They’re looking to consolidate further, too. Forty-four percent said that their agency roster was still too large and that they intend to cut it down in the coming months.
Asked to further define what they want to cut, 69 percent of those who intend to make changes in the coming months said they will reduce the number of digital agencies they use, while 48 percent said creative agencies.
Fifty-five percent cited accountability as a reason for the changes, and 71 percent said that’s the area where agencies need the greatest improvement.
Advertisers are also frustrated by the lack of ability of agencies to deliver a comprehensive integrated communication effort, with more than half citing that as a problem.
But advertisers don’t fault their agencies for every shortcoming. They also admit that they need to do a better job preparing briefs and providing better training for those working with the agency.
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