AGENCIES URGED TO SHOW THE WORTH OF THEIR WORK: ADVERTISERS TELL 4A'S ATTENDEES TO DEMONSTRATE VALUE OF ADS

By Published on .

Increasingly cost-conscious advertisers are demanding that agencies be held more accountable for their work by demonstrating value for what they charge.

The call for accountability-making the quantification of the value of advertising an imperative against a backdrop of growing compensation issues-was loud and clear at last week's American Association of Advertising Agencies annual meeting at Turnberry Isle, Fla.

PUT UP OR SHUT UP

Whether marketers sell a 25-cent pack of gum or a $30,000 car, they're pressuring agencies to put up or shut up, maintaining that demonstrable worth will cement better agency/client relationships (see related story on Page 4).

"If only agencies would do a better job of demonstrating to clients how the agency delivers on the price/value equation, relationships would improve rather dramatically," said Ron Cox, group VP, Wm. Wrigley Jr. Co. "The nagging question with clients today is 'Are we getting value for the money we pay our agencies.' "

"Clients feel they don't have a clue as to the relationship between the agency's billings and its actual value added," said Chrysler Corp. Vice Chairman Robert Lutz.

Mr. Cox suggested ad agencies provide "stewardship reports" that explain, "here is what we're doing with the money you've invested."

'DON'T TAKE FOR GRANTED'

Suggesting agencies update clients regularly on all work they have done and the results produced, Mr. Cox warned: "Don't take for granted clients know all you do to earn your keep."

Mr. Lutz said agencies could benefit from a more quantifiable evaluation.

In this article:
Most Popular