The majority of agency professionals and client-side marketers agree: the relationship between the two groups is important for business, viewed as strong and rooted in trust. However, there is some disagreement when it comes to the client approval process, among other issues, recent research finds.
According to a February 2015 study by Association of National Advertisers (ANA), the rapport amongst agencies and clients is high. Ninety-seven percent of the 105 US agency professionals surveyed either agreed or strongly agreed that a long-term relationship is important, while this number was 89% for the 126 US client-side marketers polled. The two were also in accordance about the tenacity of their standing—86% of agency professionals vs. 87% of client-side marketers agreed to some extent that their relationship was “strong.” Read the rest at eMarketer.