As part of the Setup Marketing Relationship Survey, we ask Clients what kind of work they need from their Agency partners. 

While our previous blogs recapping the Marketing Relationship Survey highlight key communication tactics and needs to sustain and improve the Agency-Client relationships, today we’re simply asking:

What kind of work is getting noticed and needed by Clients, and what should Agencies prioritize? 

Read more - The Breakup Blueprint: Fixing Agency-Client Relationships Before They Fail + The Truth About Agency Breakups: What Clients + Agencies Really Think

In 2024, more than half of Clients prioritized branding/identity and/or social media help from an Agency partner - a slight increase in both areas over 2023. Content creation/video needs saw a 12% decrease this year, yet it is still #3 on the list. PR took quite a dip this year, decreasing from 50% to 27% of Clients saying they need PR assistance. Even though multicultural is lowest on the list for the 4th year in a row, it is becoming more significant, rising from 5% to 12%. We also see an increased need for shopper marketing rising from 5% to 15%.

Comparisons of Client needs from 2023-2024 

Types of work Clients hire Agencies for in 2024:

1. Branding/Identity + Social Media

2. Content Creation/Video

3. Direct Marketing/Email/CRM

4. Web/Mobile Design + Development

5. Market Research

6. Media Planning + Buying

7. Public Relations

8. Traditional Marketing (TV, Radio, Outdoor, Print)

9. Experiential

10. Shopper Marketing

11. Multicultural

Compared to types of work Clients hire Agencies for in 2023:

1. Content Creation/Video

2. Media Planning + Buying

3. Public Relations

4. Branding/Identity

5. Direct Marketing/Email/CRM

6. Social Media

7. Web/Mobile Design + Development

8. Market Research

9. Traditional Marketing (TV, Radio, Outdoor, Print)

10. Experiential

11. Other (please specify)

12. Shopper Marketing

13. Multicultural

A few thoughts on this particular Brand behavior and what these trends mean…

Client Priority #1 | Investing in Brand Identity 

This trend reflects Brands' recognition of the importance of strong brand identities and direct consumer engagement on social platforms. According to Forbes, conversational marketing and AI-driven interactions are set to redefine customer interactions, emphasizing the need for Brands to adapt to evolving consumer behaviors. Generally, Brands are meeting their customers where they are at, and investing in their own evolution and who they are to get there. 

Client Priority #2 | Content Creation goes by the Wayside?

Just because content creation was a lower priority does not mean it is going away. In fact, Forbes predicted that the content marketing industry was projected to reach a valuation of $600 billion in 2024. Content creation is the heartbeat behind many marketing initiatives to attract, gain, and retain audiences. Whether that’s through driving engagement or visibility through strong SEO or value-based content, or growing loyalty and relationships with interactive content, it is imperative to most strategies - and Brands know it. 

For example, HubSpot's content marketing strategy includes free educational resources, blogs, and templates, and, according to HubSpot's 2024 report, businesses that prioritize educational content generate 126% more leads than those that don’t. Additionally, a study by Demand Metric revealed that 70% of consumers prefer to learn about a company through articles rather than ads, making content a more effective tool for audience building.

Client Priority #3 | The PR Decline

The dip in the demand for PR services—from 50% in 2023 to 27% in 2024—could partially be attributed to a shift in how businesses perceive the risks associated with public stances and "cancel culture." During 2020 and the years immediately following, many Brands felt heightened pressure to take clear stances on social and political issues, largely fueled by the cultural reckoning that occurred in the wake of global events like the pandemic. This period saw a surge in PR needs as brands navigated these complexities, aiming to align with consumer values while mitigating risks.

In 2024, while consumers still value brand authenticity and purpose-driven initiatives, the heightened fear of backlash may have diminished somewhat as businesses and audiences adapt to the post-2020 environment. Brands might also feel more equipped to handle these challenges internally, having developed in-house communications teams or clear frameworks for managing public perception. Additionally, many brands are moving away from reactive PR strategies and focusing instead on proactive messaging through integrated marketing campaigns that include social media and direct engagement. This trend reduces reliance on PR-specific functions and shifts the emphasis to broader, multifaceted communication strategies.

Client Priority #4 | Shopper Market Triumph

The demand for shopper marketing tripling over the years means there is a growing emphasis on enhancing the consumer purchasing experience at the point of sale. 

Improving the consumer experience ranges from investing in smart point of sale (POS) systems, to integrating omnichannel strategies, to prioritizing seamless and eco-conscious shopping experiences, and training staff to deliver excellent customer support. These initiatives make the shopping experience more seamless and enjoyable. For example, Taco Bell integrated Voice Artificial Intelligence across its U.S. drive-thru locations to improve efficiency and customer experience. This technology aims to reduce employee workload, increase order accuracy, and cut wait times, offering a consistent and friendly user experience.

Client Priority #5 | Multicultural Priorities Rising 

Additionally, while multicultural marketing remains the smallest segment, its importance has doubled from 5% to 12%, signaling Brands' increased focus on diversity and inclusion. Populations will shift, and it is important for Brands to be in tune with which demographics are resonating with their products. A report by eMarketer shows that by 2025, “Hispanic, African American, and Asian American consumers will lead the multicultural market, with buying power expected to reach $7 trillion” in the United States. As noted in a Forbes article, staying alert to societal upheavals and embracing innovative strategies are crucial for marketing leaders in transformative times. 

As your audience is shifting or your demographics expanding, how are you adjusting to meet their needs?

Now that we know what Clients are looking for, how should Agencies respond?

1. Prioritize Branding and Social Media: Agencies should focus on creating standout brand identities and social campaigns that drive real-time engagement. Specializing in these areas can help agencies meet client demands.

2. Adapt to Changing Needs: With the rise of certain priorities like shopper and multicultural marketing, Agencies should reevaluate their offerings in relation to the market and invest in tailored services that align with growing priorities.

3. Proactively Communicate: Clients value Agencies that understand their business. Regular updates, industry insights, and thoughtful recommendations can help build trust and strengthen the partnership. 

4. Stay in your Lane: Don’t be afraid to say no if something is not your specialty. Although upselling works and you should do it if you have the skills, implying experience in areas that are not your strong suit, will poorly impact your relationship if you are learning on the Client’s dime. 

What Should Clients Do?

1. Be Clear About Goals: Share specific marketing objectives with Agencies so they can tailor their strategies effectively.

2. Provide Feedback Early: Regular communication helps Agencies adjust and ensures campaigns meet expectations.

3. Choose Specialized Partners: Look for Agencies with expertise in the services you need, whether it’s social media, branding, or shopper marketing. Sometimes you don’t know what you don’t know and a current partner may have more specializations than you realize. It never hurts to ask, especially with a partner you already enjoy working alongside,

As the market constantly evolves, needs and priorities will continue to shift, and Agencies will continuously evolve to improve and offer solutions to those needs. However, one priority will remain the same for all parties - the consumer. As long as marketers are in tune with understanding how to engage, interact, prioritize, and service the consumers, then they are set up for success. 

Looking to find the perfect Agency partner to elevate your marketing efforts? At Setup, we’ve matched over 1,200 Brands with Agencies that deliver results. Whether you need help with branding, social media, or multicultural marketing, we connect you with specialists who understand your unique challenges and goals. Discover how Setup can save you time, reduce costs, and ensure your next partnership drives success. Let us help you take the guesswork out of finding the right Agency. Learn more about how we can help you level up here!