In the 2022 Setup Marketing Relationship Marketing Relationship Survey, we surveyed over 300 Marketing respondents to uncover the behaviors and priorities of Brand and Agency marketing leaders. 

From discussing How Clients Feel About Their Agencies, to What Clients Want From Their Agencies, there is so much to reveal and explore. But what are marketers spending their resources on? What types of agencies are being sought after for their specific marketing disciplines? 

In 2022, we found that Clients were working most frequently with agencies that specialize in: 

• Branding/Identity

• Media Planning/Buying

• Public Relations (PR)

• Web/Mobile Design/Development

• Content Creation/Video

Why might these disciplines be more of a priority? 

Well, the world is now completely digital. Due to the pandemic, that’s also just how most businesses operate. So prioritizing Web Design is a must, alongside Media Planning/Buying so that businesses can reach their customers, who are living a lot of their lives online. 

Despite being mostly digital though, Brands are finding success by humanizing themselves. Whether that is relating to their consumers through content or video, or having a solid, relatable brand identity, consumers like to know that there are people behind an organization. 

With 2020 came a lot of revelation and reflection. People want to do right (or at least have the perception that they care). They also want to stand out above competition for what they bring to the table, thus making PR a priority. 

Some changes from 2021 to 2022 were that Content Creation/Video work was not as much of a priority in 2022 as it was in 2021. Multicultural work by Agencies also increased fairly significantly. 

Why does knowing this matter? 

It’s important to know what other Marketers are spending on in the industry. Brands could also invest in these categories, or find an untouched discipline that would make them stand out. Marketing Agencies can use this information to inform their strategies, acquire or partner with other Agencies with these capabilities, or articulate their unique value in the market. 

We are launching the 2023 Marketing Relationship Survey soon. Subscribe to the newsletter below to get updates on taking the survey and see the latest results!