ANA To Publish Benchmark Study On Client-Agency Relations.

The Association of National Advertisers (ANA) announced that it will publish a benchmark study on client-agency relations. The 360-degree survey is designed to help both parties understand best practices that make their “marriage” work.

The study’s top-line findings will be presented at the ANA’s Agency Relations Forum, which has been rescheduled for April 20 at the Grand Hyatt in New York. The event was originally scheduled to take place January 28 but was postponed due to a major snowstorm in the New York City area. Copies of the study, which was conducted by agency consultant Joanne Davis and fielded by Lightspeed Research, can be purchased at the event or online at www.ana.net beginning in April.

Preliminary findings reveal that almost 75 percent of agencies polled say that clients who “provide clear consistent direction” are great clients. On their part, advertisers rank “strategic counsel and insights” as the number one most important product and work they seek from their agency followed by “campaigns that are effective in reaching their goals” and “outstanding ideas and implementation”. As far as client service, the advertisers rank “outstanding service and responsiveness” as their number one priority.

Almost all advertisers said they want their agencies primarily to help them “grow brand value,” “grow sales” and “grow share.” Both advertisers and agencies cite periodic meetings/team meetings as an important step to take to achieve this outcome.

Early data also brings to light the issues that advertisers feel can lead to trouble in the client-agency marriage. These include (from most important to least): “work that isn’t always on strategy,” followed by “disconnects from strategy to creative,” “production costs too expensive,” “execution that takes too long/has too many reworks,” “creative arrogance,” “lack of integration,” “lack of best practices,” “lack of thought leadership,” “fees that are too expensive,” “infrequent rotation of personnel,” and lastly a “lack of quality talent.”

Both advertisers and agencies said that getting senior agency management involved when the relationship became rocky was a significant measure that improved the relationship. Advertisers are also using the following strategies to keep their agency relationship running smoothly (from most used to least): “providing more honest feedback,” “providing clear, precise scopes of work” and “improving their briefing process.”

“This survey and publication will foster a clearer understanding of what makes a good client-agency relationship tick. By identifying the steps each side can take, we are creating a playbook that they can follow to create strong relationships that advance the science and art of advertising,” said Bob Liodice, President and CEO of the ANA.