Why Clients and Agencies Don't See Eye‐to‐Eye on Agency Proactivity

Ignition Consulting Group recently conducted a study among the 4A's, ANA and World Federation of Advertisers on how clients define value in the Agency ‐ Client relationship. This research offered a fascinating perspective on what clients most want from their agencies. Proactivity was identified as one of the top 10 value drivers — but it was the lowest ranked agency attribute in the study. In other words, clients highly value proactivity but feel that for the most part, agencies don't deliver.