{"id":1895,"date":"2022-02-16T13:57:46","date_gmt":"2022-02-16T12:57:46","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/our-insights\/what-we-can-learn-from-the-client-and-agency-relationships-of-2021\/"},"modified":"2025-12-11T11:14:07","modified_gmt":"2025-12-11T10:14:07","slug":"what-we-can-learn-from-the-client-and-agency-relationships-of-2021","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-de\/our-insights\/what-we-can-learn-from-the-client-and-agency-relationships-of-2021\/","title":{"rendered":"What we can learn from the client and agency relationships of 2021"},"content":{"rendered":"

What did it take to successfully manage agency relationships in 2021? \u00a0Our analysis of client agency relationship performance reviews from the last year reveal key areas for mutual improvement.<\/strong><\/p>\n

Everyone hopes that 2022 will be the year that the economy starts to recover. But the brands that will benefit most, whatever happens, will be the one that has the best client agency partnership.<\/p>\n

These relationships are vital to delivering growth and great work. Regular agency performance measurement details just where both brands and agencies can make their partnership as powerful as possible.<\/p>\n

A new analysis of our agency performance reviews across a range of agency types for multiple clients carried out in 2021 has identified the most common areas for improvement.<\/p>\n

This highlights areas of weakness on both sides and areas where improvements could make a real different to mutual success. Agency and advertiser can make a difference in 2022.<\/p>\n

What brands want from their agencies:<\/h2>\n
    \n
  1. Excellent Account Management <\/strong>with responsive communication and strong leadership. Delivery that was quick, with deadlines met. Poor attention to details leaves clients frustrated.<\/li>\n
  2. Clients want innovation<\/strong> from their agencies. Agencies that proactively raise digital first ideas, provide trend analysis and competitor insights are respected.<\/li>\n
  3. To develop a deep understanding of the client\u2019s business<\/strong>, their ways of working, products and services to enable strong and efficient relationships.<\/li>\n
  4. Collaboration between agencies<\/strong> is highly valued by clients.<\/li>\n
  5. To work with highly skilled, dedicated teams<\/strong>.<\/li>\n<\/ol>\n

    What agencies want from their clients:<\/h2>\n
      \n
    1. Positive client-agency collaboration <\/strong>and team spirit to elevates work. Agencies appreciate empathy and consideration from their clients.<\/li>\n
    2. Defined scopes of work <\/strong>and roles and responsibilities <\/strong>adhered to by all stakeholders.<\/li>\n
    3. Greater strategic involvement and insight into overarching business objectives<\/strong> (mid and long term).<\/li>\n
    4. High quality, inspiring briefs<\/strong> which are structed and detailed with reasonable timelines<\/li>\n
    5. Holistic, constructive, concise, respectful, and timely feedback <\/strong>which consolidates all stakeholder views.<\/li>\n<\/ol>\n

      \u00a0<\/strong>Of those requests, exceptional account management and the need for innovation from agencies were highlighted most frequently by clients – in over three quarters of our client on agency assessments.<\/p>\n

      Constructive and thoughtful collaboration was raised in every agency on client assessment that we conducted last year, demonstrating the level of importance for agencies. The value of quality briefing and feedback was also clear, with both topics raised in 75% of our agency on client assessments.<\/p>\n

      Dealing with these issues requires change on both sides.<\/p>\n

      Recommendations for action by brands:<\/strong><\/p>\n