New Survey Shows the Gap Between Clients and Agencies on Issues Like Compensation and Briefs

ANA attempts to measure the rift

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A new Association of National Advertisers survey of marketers and agencies reveals (perhaps not too surprisingly) little harmony and much discord.

While marketing and agency leaders agree that agencies are valuable to marketers and help drive business results, they differ on how well they work together, the clarity of assignment briefs and the quality of the ad-approval process.

Specifically, just 27 percent of agency leaders polled found marketer briefs to be clear, compared to 58 percent of the marketers.



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