Better Relations: Will AI Help Foster More Brand/Agency Satisfaction?

Last year, I wrote about a study that found only 11% of brands believing their current media agency model fit their future needs, with a “gap between expectation and reality” of what clients are looking for.

Recently, a study from Wpromote asked more than 500 brands about their agency relationships, and gaps still exist between agency confidence and brand satisfaction.

(Source: Wpromote)

For instance, where 76% of agencies were “very confident” in their overall delivery of services, only 39% of brands were “very satisfied.” Significant gaps also existed in the technology utilized (62% to 45%) and the ability to demonstrate ROI (63% to 33%). The study found that two-thirds of brands feel technology is “essential to enhancing the agility and flexibility of their relationships with agency partners,” with 32% finding it useful.

“While nearly two-thirds (62%) of agencies report high confidence in the technology they use, slightly less than half (45%) of brands are very satisfied with the tech leveraged by their agency partners,” the study says, highlighting the 18% of brands who say AI is vital when considering an agency — a number “likely to change as the technology continues to mature.”

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