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The complaints are all too familiar, but a new poll of client executives finds that agencies still aren’t proactive enough and need to make more of an effort to grasp the business challenges that clients face.
Asked to identify their top sources of frustration with agencies, the execs pointed to “more reactive than proactive” above all else, followed by “poor communication,” “not understanding our company’s business” and “insufficient creativity or originality.”
Among the words of advice they offered in response to another question were “act as a partner, not only a provider,” “try to become more knowledgeable about the product category than your client,” “talk less” and “make sure you have the required expertise in the industry that you care selling to.”
Some 327 marketing execs took the poll, which research company Ad-ology conducted online in January.
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