Media agency-advertiser relationship has worsened over the last two years

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 19, 2019, 10:27 AM UTC

ID Comms surveyed 177 marketing, media and procurement professionals representing combined global media investment of more than $20 billion. 

This piece says that media agency-advertiser relationships are worse as compared to two years ago. An increasingly complicated media landscape has seen marketers are struggling to implement strategies that can create new opportunities.

On a scale of 1 to 5(with 1 being the lowest and 5 highest), advertisers rated agencies 2.12 on their approach to integrating owned, earned and paid media. In terms of identifying relevant data-fuelled insights, agencies were rated 2.45, while providing neutral and objective planning recommendations was rated 2.35.

Clients dealing directly with media shops are also likely to have the lowest opinion of agency expertise. Client-side media and marketing professionals are more likely to view media agencies as “cost centre to their businesses” or “a commodity supplier.”

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