Ad agencies risk client ire over digital

Advertising agencies are failing to keep up with their clients when it comes to digital media, and risk losing influence and their share of budgets as a result, according to a new survey.

Of the 85 companies surveyed by agency intermediary The Haystack Group, 65% said their advertising agencies were not delivering what they expected in digital media and just 4% said their agencies are keeping up with developments in digital media. At the same time 95% say digital activity is more important to their business today than it was two years ago.

“Advertising agencies now appear out of touch with the new consumer, because they are lazy and stuck in their ways,” said one company surveyed.

The main firms to take advantage of this dissatisfaction are media and specialist digital agencies, according to Haystack Group managing director Suki Thompson. The majority of companies agreed, with 76% of them saying that specialists were the most appropriate suppliers to use.

Thompson says: “Every advertising agency says it is investing in this space, but there is a difference between investing in it and believing that it is as important as what they do already. The big wins are coming from specialists and media agencies.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here