There is a trend in marketing for agencies to be put to market at the end of the contract period. One of the unforeseen consequences of this is that it is more likely for the account to move than remain with the incumbent, with the success rate for the incumbent to retain the account at just 20% but usually associated with a reduction in the agency fee. This churn in agency relationships has seen average tenure of agency / advertiser relationships drop from a high of 7.2 years in 1984 to less than 3 years today. Also as we have reported previously there is increasing evidence that many of the top agencies are beginning to avoid pitching for those clients who go to market and change agencies on a regular cycle.
So this is why we ask:
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