At PitchPoint, we believe that successful marketing campaigns thrive on strong collaboration between advertisers and agencies. That’s why we introduced the COLLAB system a few years ago—an evaluation method where both parties provide feedback to improve their partnership. So far, we have conducted 1,431 interviews and analyzed 246 relationships, uncovering key trends across 1,837 pages of reports.
One of the insights we’ve gained is the most common criticism advertisers share with their agencies.
“Addressing Advertiser Criticisms: How Agencies Can Improve Consistency and Drive Value”
The most frequent criticism from advertisers relates to a lack of continuity and consistency, particularly in account management and the quality of work. This feedback manifests in several ways:
1. Frequent Changes in Account Managers: Advertisers often complain about the frequent rotation of account managers and team members, leading to a loss of knowledge and inefficiency. As a result, advertisers find themselves repeatedly explaining their business goals and strategies, which consumes time and energy.
2. Lack of Understanding of Business Objectives: Some advertisers report that agencies do not fully understand their specific business goals and market challenges. This disconnect can result in campaigns that fail to align with the brand’s vision.
3. Timely Delivery and Deadline Management: Advertisers frequently experience issues with missed deadlines, particularly with larger or more complex projects. Delays can reduce the effectiveness of campaigns and disrupt internal planning.
4. Limited Innovation: While agencies often deliver creative work, there is sometimes criticism that they are too conservative or do not bring enough fresh, innovative ideas. Advertisers expect agencies to be proactive in suggesting new strategies to help them stand out.
5. Cost vs. Value: Advertisers also express concerns about the price-to-value ratio. They expect greater value for their investment, especially when they feel the services provided do not justify the costs.
These points of frustration highlight the importance of consistency, deep engagement, and delivering added value to advertisers.
A relationship is, by definition, bi-directional; therefore, COLLAB provides a two-way evaluation. After discussing the criticisms advertisers have about agencies, next week we will explore the key criticisms agencies have about advertisers.
At PitchPoint, we’re passionate about helping brands and agencies optimize their collaboration to unlock their full potential. Curious about how we can enhance your partnership? Contact us at mia@pitchpoint.be.
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