ANA survey finds majority of advertisers satisfied with their agencies

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New York—Ninety-three percent of advertisers say their lead strategic and creative advertising agencies are meeting or exceeding expectations, according to a survey released by the Association of National Advertisers at the ANA’s Agency Relations Forum.

The survey was based on interviews with more than 100 advertisers.

The study also found that the key services clients want agencies to provide are the ability to understand their business and target audiences (69%) and overall creativity (67%).

However, many advertisers said agencies are not meeting their expectations in the following areas: providing operational efficiencies that help reduce costs; the ability to handle or add new services; and integration across multiple disciplines.

Also, 82% of advertisers said providing good, clear direction is an “absolutely critical” attribute for clients in obtaining great work from their agencies.

—Kate Maddox

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