Evaluating advertising agency performance: actions to enhance the client/agency relationship

Abstract

States that very little useful information exists on how clients rate advertising agencies. Sets out to rectify this by conducting a questionnaire survey of 130 clients of advertising agencies to assess how they rate the performance of agencies. Suggests that this information would be beneficial to agencies in offering a better service or managing the client/agency relationship more effectively. Outlines the background history of advertising throughout the 1990s and mentions some previous research carried out. Proceeds to explain the methodology of this survey, identifying five key performance measures and six functional competencies against which the respondents rated their agency. Provides tables of the findings and conducts discriminant factor analysis to plot client satisfaction. Finds that most clients are not satisfied with value for money and service delivery offered by their advertising agency. Makes suggestions on how agencies could improve this. Outlines areas for further research.

Citation

Lace, J.M. (1998), "Evaluating advertising agency performance: actions to enhance the client/agency relationship", Management Research News, Vol. 21 No. 7/8, pp. 47-59. https://doi.org/10.1108/01409179810781554