What Are Brands Asking From Agencies?
Most brands (83%) that work with agencies partner with multiple ones, with creative and media agencies being the most commonly used, according to research from Ascend2 and Wpromote. However, while 76% of agencies express strong confidence in their service delivery, only 39% of brands report being very satisfied with their agency partnerships, indicating a notable gap in expectations and perceived performance.
Brands primarily evaluate agency success based on business impact, with revenue growth (54%) and ROI (47%) being the top KPIs. Interestingly, while ROI is an important metric, brands value creativity (47%) even more in their agency partnerships, followed by ROI (39%) and performance against goals (33%). Social media marketing (41%) is the most commonly outsourced service, followed by SEO and content marketing (36%), email marketing and automation (35%), technology solutions (35%), and strategy consulting (34%).
B2B brands are more likely than B2C brands to outsource strategy, PR, and SEO, while B2C brands are more likely to seek agency support for creative strategy, PPC, and social media. Common challenges in agency partnerships include speed of delivery and budget overruns, with brands working with multiple agencies experiencing more difficulties but being less likely to complain about poor creativity or innovation. Agencies looking to improve client satisfaction are focusing on project management, data analytics for ROI measurement, and AI/technology integration.
The top reasons brands seek new agency partners are lack of results (54%), the need for fresh perspectives (49%), and cost concerns (48%). These insights highlight the growing need for agencies to align with brand expectations, enhance strategic contributions, and deliver measurable business impact to maintain long-term client relationships.
Key Actionable Takeaways:
Set Clear Business Impact Goals for Agencies – Define success metrics such as revenue growth and ROI to ensure alignment with agency efforts.
Prioritize Creativity Alongside Performance – While ROI matters, brands place a premium on creativity—choose agencies that balance both.
Optimize Social Media & Content Strategy Outsourcing – Since social media and content marketing are the most outsourced services, ensure agencies have a proven track record in these areas.
Tailor Agency Selection to B2B vs. B2C Needs – B2B brands should focus on agencies with strong strategy, PR, and SEO expertise, while B2C brands should prioritize creative and social media capabilities.
Improve Communication on Project Timelines & Budgets – Address common pain points such as speed of delivery and budget overruns with clearer expectations and tracking.
Leverage Data Analytics & Reporting – Work with agencies that provide transparent performance tracking and ROI measurement.
Assess Agency Fit Beyond Performance Metrics – Look for agencies that bring fresh perspectives and strategic insight, not just executional capability.
Streamline Agency Partnerships – If working with multiple agencies, establish better coordination to avoid inefficiencies and overlapping efforts.
Embrace AI & Technology for Efficiency – Ensure agencies are leveraging AI tools for automation, content optimization, and advanced analytics.
Reevaluate Agency Partnerships Regularly – Since lack of results is the top reason brands switch agencies, conduct periodic reviews to assess effectiveness and explore new opportunities.
