A new report from Advertiser Perception found that 64% of marketers surveyed planned a review of their media agencies next year. The report is based on responses, mostly delivered online, from more than 420 marketers.
The respondents include people representing about 90% of the top 100 U.S. advertisers at the company level and 118 companies in all. (Multiple brands within one parent company, for example, may have been interviewed, with their findings grouped together at the company level.)
When asked whether they agree or disagree with the statement "the industry is changing so fast now, it is unclear how agencies will be viable in the future," 48% indicated they mostly or strongly agreed. That thought was most pronounced at or above the VP level, Advertiser Perceptions said.
With cost and transparency a big topic, of course Advertiser Perceptions wanted to see what advertisers had to say. It found that 48% of advertisers claimed their agencies were not open and transparent on costs, and 34% said they were losing trust in their agencies as a result.
Trust has been an issue ever since the Association of National Advertisers in October hired Ebiquity and K2 to investigate whether agencies were taking incentives from media partners and other vendors in the U.S. without telling their clients, and to develop a set of transparency principals for the industry.
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