2024 Marketing Relationship Report
68% of marketing leaders are reassessing their partnerships—get the data both brands and agencies need to build stronger collaborations.
Marketing Relationship Survey
68% of Brands are planning agency reviews by year–end, yet 40% still plan to switch–down 15% from 2023. Get the full insights to improve your partnerships.
In This Report You’ll Learn
Review vs. Replace:
68% of Clients will review agency partnerships, yet 40% plan to switch—an all-time low since 2021
Value & Delivery Disconnect:
48% of Clients cite “delivery issues” as the #1 reason they fire an agency, but only 18% of Agencies see this as a top challenge
AI Adoption Soars:
Over 80% of marketers are using AI—primarily for content creation, analysis and personalization
Why Download the Report?
Market Trends & Forecasts
Top 2024 trends and their impact on 2025 budgets
How 81% of marketers are leveraging AI today
Agency-Client Dynamics
Why 48% of Clients fire their agency and how to avoid it
68% of Clients planning partnership reviews this year
Partnership Best Practices
What Clients really want from Agencies in 2024
How to build trust, improve delivery and boost retention
Who Responded?
85% of survey participants have direct agency-selection authority
Senior marketers and decision-makers from top brands and agencies, including Chobani, Hilton, UPS and more
“I’m a big fan of Agencies, but how I use them has evolved over the years.”
About Setup
Setup's Vision
At Setup, we believe in the power of human connection. Our mission is to help Marketers thrive by bringing them together with the best people and resources.
Fostering Authentic Connections
Building strong relationships is at the core of our team's identity. We've successfully facilitated over 1,300 connections, and we share these insights to help you create authentic partnerships and achieve meaningful results.