Despite the recent new business wins for marketing conglomerate WPP, only a handful of corporate clients regard international agencies as delivering better performance than local agencies.
In a survey of 30 leading UK advertisers conducted by Agency Assessments International, only 10 per cent of clients said they use a one-stop shop service to manage and co-ordinate their agencies.
The survey revealed a high level of scepticism over integrated agencies, with more than half of the advertisers not regarding an integrated agency as an ideal option, and a third viewing integrated agencies as "jacks of all trades".
Many clients seem quite happy to manage several agencies. More than 70 per cent of the advertisiers surveyed agreed that agencies that claimed to provide seamless integration at the pitch often failed to deliver.
If you would like further information on this survey, please contact Agency Assessments International on +44 20 7976 1300.
