01/06/2016

Client/agency relationships ‘hit a roadblock’ as digital agencies fail to keep pace with brand expectations

The relationship between clients and their digital agency partners is deteriorating as a skillset gap and confusion over clients’ priorities harm the dynamic.

Even agencies that are experimenting with new types of relationships such as alternative compensation models or embedded resources were not particularly bullish. Just 55% of those agencies thought the dynamic was improving, compared to 52% among more traditional counterparts.The report, conducted by Forrester Research for digital society SoDA, which has a stake in the results as it represents the digital marketing industry, found that the percentage of agencies reporting relationship improvements fell to 53% this year, from 70% a year ago.

Bron en volledig bericht: MarketingWeek

Client/agency relationships ‘hit a roadblock’ as digital agencies fail to keep pace with brand expectations

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