Agencies internal structures and method of payments came under fire from Pepsi-Cola vice-president of marketing for Europe and Africa, Tim Davie at this year’s Marketing Forum.
Presenting the research for the event during the closing ad dress Davie said: “In practice one stop shop agencies are simply not working.”
Delegates and exhibitors were polled by post on numerous questions relating to client-agency relationships.
According to the research, a third of clients – 31 per cent – said that agencies were trying to do too much by deviating from their core competence.
Whereas a third of agencies -36 per cent – felt that they were specialist and focused on staying that way.
Talking about the research, Davie later said: “A large number of clients want to move to performance-related pay on top of fees.”
The research indicated that 39 per cent of clients wanted to see payment by fees and performance.
Even 40 per cent of agencies agreed that payment by fees and performance would be ideal.
Some 96 per cent of clients were firmly of the belief that they were the natural brand guardian with 74 per cent agencies agreeing that clients were best placed to carry out this role.
The Marketing Forum worked with H2B to conduct qualitative and quantitative research among over 300 attendees on board the conference ship the Oriana.