"Does the strength of relationship between marketer and agency correlate with more effective work? Using two unique and robust sets of data we have, for the first time, answered this question with an emphatic 'yes' The implications of our latest report are profound for marketers and their agencies, and arguably for any business relationship. Our analysis of winners of effectiveness awards over a 9-year period discovered that award-winning client and agency teams had better relationships than the average."
"The research project cross-matched effectiveness award winners worldwide from WARC's Effective 100 - including all Effie awards - with Aprais' global database of more than 25,000 client-agency evaluations over 20 years. This produced a sample set of 282 evaluations of agencies that went on to win effectiveness awards, and 278 evaluations of award-winning client relationships. We then compared scores from this sample set with scores from the entire Aprais database and discovered 68.1% of awarded agencies and 66.5% of awarded clients in the sample set."
Two unique datasets were cross-matched: WARC's Effective 100 (including Effie awards) and Aprais' global database of more than 25,000 client-agency evaluations spanning 20 years. The sample included 282 evaluations of agencies and 278 evaluations of clients that went on to win effectiveness awards. Comparison with the full Aprais database found 68.1% of awarded agencies and 66.5% of awarded clients in the sample had above-average relationship scores. Winning teams scored particularly higher in strategy relative to the Aprais average across disciplines such as creative, account management, media buying and planning, and strategy. Three vital characteristics of award-winning teams were identified to guide relationship improvement toward gold-standard work.
#marketer-agency-relationships #advertising-effectiveness #agency-evaluation-data #strategic-performance
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