Why ad agencies never get any smarter!

Know More: Agencies

AdAge has a pretty disturbing piece of reading today for BDA (Big Dumb Agency) executives. Basically, it sums up what people have been increasingly saying over the last few years. That ad agencies are failing miserably to deliver what clients want – And most clients have no way of measuring what they're getting anyway. A survey of agencies and their clients points to the key question facing BDA’s today. How can they remain key marketing partners in an age of increasing turmoil and specialization driven by a rapidly growing digital media environment? A report from Forester was based on interviewing 140 agency executives and marketers. And guess what? It found that the agencies' perception of their performance was more optimistic than the actual judgment of marketers themselves. No surprises there. Every agency I’ve ever worked for has been stunned when a client has fired the agency. The usual response has been… “Well, we don’t understand. We gave them everything they asked for.” To which my answer would have been, not that I was ever asked… “And that was precisely the problem!”

Problem... What problem?

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