Managing rising client expectations is the single greatest challenge that agencies today face, a survey from global digital marketing intelligence platform ClickZ, sponsored by Deltek, has revealed.
According to the survey and its accompanying report, “The State of Creative Agency Land”, 19 per cent of agency marketers see this as their most pressing challenge. ‘Finding and retaining qualified staff’ (13 per cent), ‘Undercharging clients for work done’ (12 per cent), ‘Staffing for an “always on” environment’ (10 per cent) and ‘Scope creep’ (10 per cent) round out the top five challenges.
Drawing on responses from creative agency professionals the world over, the survey paints a portrait of an industry struggling to manage resources and stay profitable under intense pressure.
For example, over three quarters (76 per cent) of respondents said that their clients change the scope of projects frequently and throughout delivery.
Even individual marketers are working harder — more than 80 per cent of respondents said that the scope of their role had expanded in the last 12 months.
The industry’s response, according to ClickZ’s survey, has not been ideal with almost half (44 per cent) of survey respondents not agreeing that their agency has systems in place to accurately track and compare cost estimates versus actual costs. In addition to this 54 per cent did not agree that their agency had successfully implemented technology to allow them to focus less on internal admin and more on client-facing, creative work.
Graham Charlton, editor-in-chief of ClickZ Global, said: “This survey presents a complete picture of a dynamic industry grappling with a challenging landscape, where profit margins are under pressure and retaining the most valuable staff is getting harder. While not all the news is good, the creativity and courage with which marketers are responding to an uncertain environment is truly inspiring.
“From overhauling internal resource management and planning strategies to re-examining their relationships with clients, creative agencies across the globe are doing what it takes to survive and thrive, now and in the future. Our survey, in collaboration with Deltek, is a fascinating glimpse into an industry working hard to adapt to the post-recession marketing landscape.”
“Deltek continues to study the challenges that creative agencies encounter on a daily basis, and we use this information to help agencies find the solutions that will help them stay successful and profitable. This important industry survey identifies many of the critical challenges firms are currently facing, and while agencies do have daunting obstacles to overcome to win in the marketplace, there is a clear path to success – tapping into agency business solutions and expert advice that help marketing firms run their operations better,” said Patrick Smith, senior vice president of marketing at Deltek.
ClickZ is the largest resource of interactive marketing news, information, commentary, advice, opinion, research and reference in the world, on- or offline. From search to social, technology to trends, our coverage is expert, exclusive and in-depth. Our mission: to help interactive marketers do their jobs better.
Deltek is the leading global provider of enterprise software and information solutions for government contractors, professional services firms and other project- and people-based businesses. For decades, we have delivered actionable insight that empowers our customers to unlock their business potential. 20,000 organizations and millions of users in over 80 countries around the world rely on Deltek to research and identify opportunities, win new business, recruit and develop talent, optimize resources, streamline operations and deliver more profitable projects. Deltek – Know more. Do more. ® www.deltek.com
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