Agencies: How to Help Clients in a Slow-Growth Economy
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In a slower global economy, it’s difficult to get consumers to open their wallets to spend. Clients need help achieving business growth, but many of them are not getting the answers they need from their agency partners.
A recent CMO Council survey on “The State of Marketing 2014” found that only 12% of marketers rate the contributions of their agency partners as “extremely valuable,” and 66% are planning to make one or more changes to their agency rosters in the next 12 months. Lack of business results, value-added thinking and inspired creative top the list of reasons for these changes.
Clients are looking for answers, and agencies need to find ways to be relevant again. That means being prepared to make some serious changes. We’ve come up with an eight-step plan:
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