Most Ad Agencies Still Not “Results Driven”
From World Advertising Research Center
A majority of marketers around the world do not believe that their agencies are sufficiently “results driven”, a new market survey has revealed.
The Fournaise Marketing Group, a consulting group, interviewed 1,000 executives in various markets, and discovered that 65% thought their agencies were not paying enough attention to return on investment. Such a perception reached a peak of 70% in developed markets including the US, Western Europe and Australia.
More specifically, 74% of participants argued that agencies did not have the tools and insights in place that would enable them to focus their campaigns on the right target audience. A further 71% of contributors suggested that their creative partners were too “awards driven”, and more interested in improving their portfolios than boosting brand sales.
Agencies need capability to produce comprehensive tracking studies
Seven out of ten respondents similarly believed that the inability to produce comprehensive tracking studies and other such data limited the effectiveness of the strategies formulated by agencies.
Over 35% of agencies were described as being “result drivers” which emphasized improving their client’s revenues and pursued whatever approach ultimately achieved that aim. A further 43% were “result pretenders” that presented themselves as being committed to proving the payback on marketing expenditures, but did not have the processes in place to support these claims.
There are still ‘dreamers’ out there
Finally, some 22% of agencies were depicted as “dreamers” who lived in the old Adland” and had completely failed to adapt to the demands of the new media age
