the state of client/ agency relationships;
A perspective

Summary of Report:

The function of social media and marketing today is transforming agency relationships unlike any area of marketing before.

Its ubiquitous visibility across organizations leaves it open to many questions. In some companies, the goals and direction of social and digital are either unclear or just broadly understood.

While larger organizations have been confronting these challenges for years, many smaller companies are just now beginning to face them resulting in recent agency relationship changes at these smaller businesses.

While the focus on social and digital marketing has taken attention away from other areas of communications in recent years, those other functions may soon see renewed attention. As organizations refocus efforts to more traditional communications areas and review agency relationships, tepid views of agency performance, especially among larger organizations, coupled with a greater priority placed on measuring results and agency accountability, may continue to cause upheaval in the industry.