Fortune 1000 CMOs Vastly Unhappy with Advertising Agencies

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Only 29.3% recommend their agency of record in new research by The BTI Consulting Group

From the newly released BTI Client Service A-Team: CMOs Rank Digital and Traditional Agencies

Agencies don’t realize client service is the real differentiator. CMOs can find creativity. They can’t find client service.

In-depth interviews with over 150 chief marketing officers and marketing decision makers at Fortune 1000 organizations reveals only 29.3% recommend their AOR to a peer. CMOs point to poor client service as their main source of their discontent with advertising agencies in The BTI Consulting Group’s just-released BTI Client Service A-Team 2015: CMOs Rank Digital and Traditional Agencies.

Agencies are quickly building out (or acquiring) the traditional and digital capabilities needed to tackle every client need—except the most important one: delivering the best client experience.

The AOR still is a valuable relationship at the core of a company’s marketing brigade. CMOs invest substantial time and energy in relationships with their AORs. In return, CMOs expect the AOR to anticipate needs and help reach the company’s primary business objectives. AORs unable to deliver are quickly replaced.

“Agencies don’t realize client service is the real differentiator,” comments Michael B. Rynowecer, President of BTI. “CMOs can find creativity. They can’t find client service. Once they find client service, agency churn stops,” continues Rynowecer.

BTI conducted more than 150 independent, individual interviews with CMOs and marketing decision makers at Fortune 1000 companies and large organizations. The complete analysis, including rankings of over 200 advertising agencies, and the 5 trends driving agency relationships to failure, is available in BTI’s new study, BTI Client Service A-Team 2015: CMOs Rank Digital and Traditional Agencies, found here: http://www.bticonsulting.com/AgencyATeam.

Find more information about this and other compelling research at http://www.bticonsulting.com or contact BTI at 617.439.0333. BTI is the undisputed leader in providing high-impact strategic client research to professional services firms and their clients.

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Michael B. Rynowecer
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