The other side of the coin: how agencies perceive client-side marketers

“the client and agency relationship is broken.”

“They brief badly, don’t appreciate the skills agency folk have, and have unrealistic expectations. Virtually all campaigns have retro-fitted KPIs to show success.”

“Time pressures now pretty profound meaning even brief writing is outsourced.”

“(client-side marketers are) single discipline specialists who’ve been promoted because they understand process and politics. They’re hopelessly out of their depth”

“And the worst clients are the ones that let the internal audience, become the only audience they care about.”

“A dream agency for most would be one that helped navigate the maze of a business”



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