Agencies to Clients: Sharpen Your Skills

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

NEW YORK In its second survey of agency leaders’ views on clients, consultancy Scan International found little improvement in key areas such as compensation, agency briefing and integration. In fact, some client skills appear to have deteriorated.

The report, “A Global Voice for Marketing Agency Leaders,” paints an overall bleak picture fraught with frustration. As one respondent wrote in an open comments section of the survey, “The clients want more and they’re lowering fees. How can I do more when they’re lowering fees?”

When asked to rate clients for their “realistic and fair compensation in respect to the scope of work and service level,” 33 percent of the respondents found them to be “weak,” 61 percent “average” and just 6 percent “excellent.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in