Marketers more likely to recommend their PR agencies than ad and media agencies
PR agencies are more likely to be recommended by their clients than advertising and media agencies, according to a new survey.
The latest Mumbrella Industry Snapshot survey asked respondents to rate on a scale of 1 to 10 how likely they would be to recommend their PR, advertising and media agencies to a business contact, with ‘1’ representing “very unlikely” and ’10’ being “very likely”.
When asked about PR agencies, 18 per cent gave their agency a rating of 10, followed by 11 per cent for a rating of 9, and 17 per cent for a score of 8.
In terms of recommending their media agency, respondents were less glowing, with 17 per cent scoring their agency a 5. Around 11 per cent rated their agency 9 and 10 respectively.
Meanwhile, for advertising agencies 19 per cent scored them an 8, while 18 per cent rated theirs a 5. Around 10 per cent chose 10.
On the “very unlikely” end of the scale with a score of 1, PR, advertising and media agencies each received over 5 per cent.
Comments made by several respondents in the survey referred to media as becoming “highly commoditised”.
It’s an accounting function now, the flair has departed from TV buying. Procurement managers know the cost of everything but the value of nothing,” one respondent said.
Another had this to say about their view on the most significant change in the media and marketing industries over the past decade:
The loss of respect between clients and agencies. This obviously isn’t universally true, but ten years ago agencies would never have spoken about clients the way I hear them doing regularly today. We’d also never have seen clients treat agencies the way I see them doing regularly today.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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with the downward presure on agency remuneration, is this really a shock to anyone? if the service fee means an agency can only afford to have three people work on an account that requires six, of course the quality of work and service will suffer.
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….”but ten years ago agencies would never have spoken about clients the way I hear them doing regularly today. We’d also never have seen clients treat agencies the way I see them doing regularly today.”
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you have to be joking sister – i was working in agencies 10 years ago and we always slagged off the client (usually as soon as we hung up the phone after speaking to them).
And now that I am a nasty evil client, I have to say some of our agencies are shite – cannot even deliver good basic account service (e.g delivering on time, managing client expectations, etc) that 10 years ago your average account executive would have known, whilst today I get GAD’s let their AM’s present revised work where the agency has forgotten to make half the requested changes.
I hear the words “fucking agency” almost everytime my colleagues who worked with another agency put down the phone, as the agency had fucked up again on the most basic stuff.
And sadly that is why, a few months later that agency had to retrench quite a few people when our account left them due to their not being able to manage agency fundamentals 101 and their belief that their agency was there to make the creatives feel happy, rather than address client needs.
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