OLIVER release report analysing client/agency relationship

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In-house agency specialists OLIVER have released an infographic examining the client/agency relationship. The graphic, which is based on a range of studies, lifts the lid on the agency/client model and how this is adapting.

It covers areas such as:

  • Marketers concerns at the speed of change e.g. 76% think marketing has changed more in the past two years than in the past 50
  • The rise of the alternative agency relationship e.g. 58% of agencies expect to work with fewer agencies in five years
  • How marketing team structures need to change e.g. 50% of marketers say silos within their department may result in inconsistent brand messages

The material is pulled together with overriding insight from Simon Martin, chief executive of OLIVER Group, who contends that the traditional agency model lacks speed and agility. “By being more closely aligned, there is a better understanding of business drivers by the agency and a greater sense of transparency for the client.”

A link to the full report can be accessed here.


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