#MarketersBreakfast - Unlocking the Secrets of the Agency-Client Relationship
Setup is dedicated to connecting established brands with exceptional marketing agencies. Each quarter, Setup hosts a #MarketersBreakfast that facilitates mixing and mingling between the two and encourages discussion about relevant marketing trends.
With 45 attendees, including both Setup’s impressive agency partners and distinguished brand leaders from companies like InterContinental Hotels Group (IHG), Piedmont Healthcare, Habitat for Humanity, Carrier, and numerous others, this quarter’s #MarketersBreakfast was the most well-attended - making it an Setup best!
This particular breakfast was unique in that Setup CEO, Joe Koufman, presented the results of a Marketing Relationship Survey that Setup has been conducting since early May to understand marketers’ relationships with their agencies. As a matchmaker between brands and agencies, Setup is in a unique position to understand the agency-client relationship.
Over 170+ of the respondents included CMOs, EVP/VPs of Marketing, Marketing Directors, and other senior level marketers who shared their perspectives about areas of current and future spending, criteria for selecting new agencies, and satisfaction variables.
The complete results will be published soon. In the meantime, here are some key insights uncovered from the survey results:
Marketers’ Priorities
Marketers care most about:
Chemistry
Professionalism
Marketers care least about:
Proximity
Agency Size
Marketers’ Selection
Marketers trust referrals most when it comes to agency selection. It is important to choose an agency that has the capabilities to meet the client’s needs, deliver the ask, and establish a mutually beneficial relationship. Need help finding such a perfect match?
Setup is a credible source to seek qualified agency candidates for a marketer’s selection process.
Marketers’ Satisfaction
Less than half of the marketers surveyed rated their agency with a satisfaction level of 9-10 (which is the range that indicates loyalty). This means that, if the opportunity presented itself, these marketeters would be likely to switch agencies.
Clients are generally content with how their agency manages and communicates projects, but would prefer more data-driven and innovation focused results and delivery.
As Setup is wrapping up the Marketing Relationship Survey for clients, a survey is being launched to understand the agency perspective on the agency/client relationship.
Once the second survey is complete, a thorough analysis will be done to compare the different perspectives.
Senior staff at marketing agencies are invited to share opinions here: http://www.MarketingAgencySurvey.com
In addition to sharing the Marketing Relationship Survey results, the Setup team supplied a physical copy of “The Complete Guide to Selecting a Marketing Agency” to each guest. This guide is designed to help brand marketers select the perfect marketing agency the first go-around and skip messy and unnecessary “break ups” with their current agency partners.
The guide can be found here: http://AgencyChooser.com
Previous #MarketersBreakfasts have been themed around: recommended marketing tools, marketing group therapy, speed-dating, crafting an ideal customer experience, measurement, and creativity. Each event’s purpose is to create a comfortable atmosphere where brands and agencies connect with one another and learn about the best marketing practices. The breakfasts open windows for Setup to do what the team does best - “serve as matchmakers for brands and agencies.”
If you are a senior marketer from a brand interested in attending one of our future breakfasts, or an agency interested in working with Setup please contact us!
