Setup’s eighth annual Marketing Relationship Survey explores how brand needs and agency services have evolved over time. From content, social, and PR to web development, media, CRM, and specialized capabilities, the findings show how shifting market conditions change what brands need from agency partners—and where agencies have the greatest opportunity to provide value.
Read MoreWhy do clients end agency relationships?
We ask this every year in the Setup Marketing Relationship Survey and the answer has changed over time, but the data points to a larger theme: clients rarely leave simply because of circumstances outside an agency’s control. The agency plays more of a part with the departure than they may realize.
Read MoreIn the last six years, we’ve surveyed thousands of brands and agencies about their relationships. Each year, the data tells the story that brands want a partner they can rely on, but finding that partner often is difficult, expensive, and time consuming.
Read what brands are looking for in the perfect agency partner.
Read MoreSetup’s 2025 Marketing Relationship Survey gives marketers a rare, honest look into what brands and agencies say is working and what quietly destroys partnerships.
The truth is that relationships fail because of patterns, mistakes that pile up over time, even after multiple warnings. So here are the most common red flags and green flags in the agency-client relationship based on what real marketers are telling us.
Read MoreAnd if you’ve ever been blindsided by a brand-agency breakup (from either side), you’re not alone. The 2025 Marketing Relationship Survey shows something that’s both surprising and painfully familiar:
Brands aren’t racing to leave… but they’re also not thrilled.
Read MoreThe annual Setup Marketing Relationship Survey reveals a growing disconnect between what clients say ends agency relationships (delivery + value) and what agencies think ends them (budget cuts + leadership changes). If you want stronger partnerships and better outcomes in 2026, this report highlights exactly where relationships break and how to fix them.
Read MoreA call for marketers and agencies to participate in the 2025 Marketing Relationship Survey, before it’s too late.
Read MoreAt Setup, we don’t just listen, we track patterns, analyze them, and come up with solutions to assist marketers with their challenges. Every year, our Marketing Relationship Survey gathers insights from brand and agency marketers to identify the core challenges, shifts, and opportunities in the client–agency relationship. These aren’t hypotheticals; they’re real-time questions marketing leaders are actively asking. And your answers help drive the industry's evolution.
Read MoreWhile 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 MoreIn the 6th annual Setup Marketing Relationship Survey, we uncovered that 40% of Clients intended to switch Agencies in the next 6 months. Although this is significantly less from previous years, the sentiment remains the same: Clients desire more from their Agency partners. This blog breaks down exactly what Clients desire from their Agency partners and how the two parties can work together to create harmonious relationships.
Read MoreThe Setup Marketing Relationship Survey revealed that 40% of Clients surveyed will switch Agency partners in the next six months. This is consistent with our 2023 survey results where Ad Age concluded that more reviews may be coming. Why are reviews coming and what could make the Agency-Client relationship stronger?
Read MoreLast week, 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.
Read More
