Insights from the 2024 Setup Marketing Relationship Survey: What Marketers and Agencies Need to Know Event Recap
Setup hosted a LinkedIn Live event led by Setup Founder & CEO, Joe Koufman, that featured Courtney Lewis, the CMO of The Variable, and Elicia Azali, the CMO of Beazer Homes, to unveil the 2024 Setup Marketing Relationship Survey – an annual report that delves into the dynamics between marketing Agencies and Clients. This year’s results, drawn from over 400 responses across industries, spotlight the evolving priorities, challenges, and opportunities in these relationships. Check out the feature of the Marketing Relationship Survey results on MediaPost!
Watch the full conversation and follow Setup on LinkedIn. The recap of the conversation is in the video and blog below.
Why does the Marketing Relationship Survey Exist?
Setup serves as an expert in the Agency-Client field, providing consulting services to both Agencies and Clients on how to maintain productive and beneficial relationships. Conducting this survey year after year for six years allows us to gauge the marketing landscape, identify the gaps in the Agency-Client relationship, and advise on findings, thus allowing marketers to make more informed decisions about their budgets and resources.
Our live event brought together marketing professionals, Agency leaders, and thought leaders to explore trends shaping the Agency-Client relationship landscape and 2025 marketing strategies. Both Lewis and Azali chimed in to provide their insightful perspectives on what makes a relationship powerful and productive.
If you attended and wanted to refresh on anything, or if you missed the event, below is a recap of the fruitful discussion as well as a recording of the conversation. You can also download the results that were featured in the presentation here to stay up to date with the latest marketing priorities.
Key Takeaways from the Survey
#1 - Clients Are Reevaluating Partnerships, But There's Hope
After a spike in 2023, where 55% of Brands considered switching Agencies, this number has decreased to 40%. While still significant, it reflects a stabilizing trend, hinting that Agencies are making strides in addressing client concerns.
#2 - Evolving Client Priorities
The top Client needs from Agencies include:
Branding & Identity (51%)
Social Media (51%)
Content Creation (45%)
Notably, content creation, once the most in-demand service, has dropped in rank. Meanwhile, social media demands are shifting toward performance-driven content and creator collaborations. Lewis noted that these results displayed a continued interest in performance. “The need for performance is driving a lot of the content needs, and on the social side, we’re seeing a lot more asks for help and support with creator content versus traditional organic.”
Azali emphasized that the primary role of a Brand is to build relationships with customers and ultimately drive business results. She highlighted the importance of aligning the Brand's unique strengths with marketing capabilities to meet customer expectations and how she focuses on keeping areas like identity, audience segmentation, and strategy in house. She seeks out external partners for areas like social media, experience sponsorship, and content creation, and views them as extensions of the team, working collaboratively to bring the Brand to life. The fact that Azali confirmed that she outsources content creation supports Lewis’ claim that Agencies are seeing more opportunities in that discipline.
Clients often say in conversations we have with them that they want their Agency partners to act as if they are part of their team. Our CMO Spotlight series interviews are proof of this sentiment. Watch some here.
“I believe that partners and Agencies work as an extension of your team to create that impact and bring the Brand to life.”
#3 - What Clients Want Most from Agencies
Clients are increasingly seeking:
A deep understanding of their business
Proactive, strategic partnerships
Effective communication and accountability
These qualities form the backbone of successful partnerships and help avoid misalignment in expectations. Our speakers chimed in about how their partnerships operate with advice on how to better understand one another.
“Agencies are an extension of your team, and so you should treat them consistently.” Azali talks about an “owner’s mindset,” the idea that we have shared outcomes, shared successes, and shared failures. By expecting the same from her Agency as she does her team, there is communication, accountability, and a proactivity with her partners. Azali is a fan of performance-based incentive models and real-time reviews that include both short- and long-term business metrics. “When we win together, we win together,” she stated proudly.
Lewis mentioned that it is a juggling act and that in order to be a consistent and effective partner, there needs to be a forum to provide and give feedback. If that means the Agency has to ask for feedback, then they should, otherwise no one will get better. “To me, it’s really about a consistent feedback loop, so nobody’s caught off guard—good or bad.”
Neither speaker wants to perform a “got you” on their partner or let frustrations fester, but prioritize honest and timely communication. Their advice is that anyone can start that conversation, and, if they are a team with each other’s best interests at heart, it should be ongoing.
#4 - AI is a Game-Changer (But Not a Replacement)
Over 80% of marketers reported using AI for tasks like content creation, research, and operational efficiency. While AI is enhancing speed and personalization, panelists emphasized that it complements—rather than replaces—human creativity and strategic thinking.
“AI does not replace human creativity,” Azali shared. Both guests emphasized that it is a tool to enhance efficiency, not a substitute for human relationships and insight.
The Secrets to a Thriving Agency-Client Relationship
The Marketing Relationship Survey gives marketers a peek into why relationships end. After discussing why both Clients and Agencies think a relationship ends, we discussed how to keep the relationship healthy.
Open Communication is Key:
There is a clear communication gap between Agencies and Brands, and the health of the relationship comes from having strong, honest conversations about strategic goals, missteps, budget concerns, and talent. Regular feedback loops prevent surprises. Both Clients and Agencies should proactively ask for and offer feedback to keep relationships strong.Strong Relationships Can Weather Challenges:
Much like a marriage, Agency-Client dynamics thrive on trust, collaboration, and shared goals. Both parties need to approach the relationship as a team, be willing to be vulnerable and ask questions or hear feedback, and work to build together. Sometimes a change in CMO can shake the stability of a relationship because of their new vision, but Lewis and Azali mentioned that this is where Agencies can shine because they have their sights on trends and where the industry is headed, allowing them to offer insightful advice.Delivery Trumps All:
Dissatisfaction with delivery was the number one reason for Agency turnover. Consistent, quality output builds trust and sustains long-term relationships. “Your Agency will implode if you don’t think of delivery a different way,” stated Lewis.
Finding the Right Fit Matters More Than Ever
With 75% of respondents describing the process of finding an Agency as time-consuming and 77% find the process challenging.
Most marketers cited word-of-mouth referrals as the most common way Clients and Agencies discover new partners.
Azali shouted out having an “expert matchmaker” like Setup who has a challenger mindset to put their Brand in places where they will have a strong impact. Lewis also mentioned Setup as one of the reference points for opportunities for their agency.
We didn’t just share survey results—everything Setup does is in an effort to foster more meaningful and effective partnerships in an ever-changing marketing landscape. By leveraging insights like these, marketers and Agencies can build relationships that deliver long-term value and success.
The 2024 Setup Marketing Relationship Survey reinforces a simple truth: successful marketing partnerships depend on clear communication, strategic alignment, and a mutual commitment to shared goals and transparency. Whether you’re an Agency or a Brand, investing in these principles can transform your partnerships into lasting successes.
For more insights or help finding your next Agency partner or Brand opportunity, reach out to Setup—your go-to matchmakers in the world of marketing.
Let’s make 2025 your most successful year yet!
And thank you again to everyone who attended, as well as our esteemed guests for their insightful conversation!
The marketing world is always changing, but the core principles of great leadership stay the same. To help you navigate this evolving landscape, we’ve gathered insights from some of the top CMOs in the business from our featured 2024 CMO Spotlight interviews. These ten lessons are just as relevant now as they’ll be in 2025, offering practical advice on leading with impact and staying adaptable in a fast-moving marketplace.