Why all the dissatisfaction? And how to curb it?
Most agencies have felt the client discontent building steadily the past few years, and much of it has to do with a perception of poor results in their increasingly integrated campaigns. The Association of National Advertisers released a study last year that showed that while most marketers -- about two out of three -- were now spreading their budgets across several channels to reach consumers, only 33 percent were truly "happy with the results."
Much of that dissatisfaction comes from an inability to measure an integrated campaign's success, says Passikoff. If a concept is spread too thin across several channels, it's difficult to detect which medium is best moving the product. And when clients can't see if it's an online banner ad or a radio spot that's working, frustration sets in, making them wonder what they're paying for. A recent Business Performance Management Forum study revealed many marketing executives craved better tracking and reporting tools, but they still haven't had access to them.
"These brands will put up with stuff for a year, and once they see the needle hasn't moved, it takes time before they move agencies," Passikoff says. "If you don't know what you're getting, after awhile the frustration builds up and you see your brand has turned into a placeholder, it may be too late. Then it's time to switch agencies."
The takeaway for agencies: If you want to keep clients happy, develop tools to track which medium is moving the needle.