Highlights of 4A’s Agency2020 Research
The value of agencies as idea creators
Marc deSwaan Arons, CEO, Effective Brands
Visit http://www.4astransformation.com/ for more information.
36. Agency Profile
Independent Part of Holding Other
TypeWork Experience
<5 Year 5-15 Years 16-25 Years >25
Current Position
Board/EVP/SVP/C-Suite VP/Director/Head
Manager Other
42. Agency & Client Agree on Top Trends …
50
38
54
43
0
20
40
60
Increased focus on
measurement, ROI, and
demonstrating the value of
ideas
Big data (e.g., media buying
based on big data)
Agency Client
43. … But not on Level of Agency Response
49
35
51
19
14
26
0
20
40
60
Strategy Structure Capabilities
Agency Client
58. 38
33
45
42
30
32
34
36
38
40
42
44
46
48
50
We have right data and analytics available to
measure marketing effectiveness
We are able to leverage all data
and analytics available
to improve our marketing effectiveness
Underperform Overperform
Big Insights
Purposeful Positioning
Total Experience
66. Agencies Think They Get It … Clients aren’t so Sure
45
35
20
40
60
Our agency has sufficient capability in data analysis and
analytics
Agency Client
75. Not clear that Agencies are purposeful
51
38
20
40
60
The positioning of our agency is societally purposeful
Agency Client
76. Again, Over-Performers Win
79
53
57
72
46
48
20
40
60
80
Our agency has a clear positioning The positioning of the brand or organization I
work with is societally purposeful
The positioning of our agency is soceitally
purposeful
Over-performers Rest
84. Agencies Going from Silos…
Big Insights
PurposefulPositioning
Total Experience
Agency
Lead
Client
Lead
Creative
Board
Finance
Planning
Integration
R&D
Executives
Finance
Marketing
Digital
85. To Connected Networks
Big Insights
PurposefulPositioning
Total Experience
Account
Manager
Client
Contact
Creative
Board
Finance
Planning
Digital
R&D
Executives
Finance
Marketing
Digital
92. Winning Clients are Collaborating with More Agencies
Big Insights
PurposefulPositioning
Total Experience
Source: Marketing2020 Data
55
33
0
20
40
60
% that works with more than 5 agencies
M2020 Over-performers M2020 Under-performers
93. Lack of Clarity on Roles is a Major Issue Challenge
34
45
32
41
38 38
20
40
60
Internal Agency Role Clarity Agency-Client Role Clarity Agency-Agency Role Clarity
Agency Client
Big Insights
PurposefulPositioning
Total Experience
104. Clear Career Paths
Big Insights
PurposefulPositioning
Total Experience
75
64
40
60
80
There is a clear career path for me
Over-performers Rest
* % Fully agree/ agree
106. Agencies Feel Equipped – Clients Not Convinced
42
23
10
30
50
Current Capability vs. 5 year Requirements
Agency Client
Big Insights
PurposefulPositioning
Total Experience
107. There are Some Clear Areas to Focus on
54 52
4751
61
44
30
50
70
Branded Content Creation Mobile Digital and Social Media
Advertising
Agency Client
Big Insights
PurposefulPositioning
Total Experience
108. Over-Performers are More Equipped
54
34
0
20
40
60
% who rate agency's capability "very good/world" class
vs job requirement 5 years from now
Over-performers Rest
Big Insights
PurposefulPositioning
Total Experience
110. … and better
60
48
20
40
60
% who rate quality of training program >6 (scale of
1-10)
Over-performers Rest
Big Insights
PurposefulPositioning
Total Experience
122. You are Admired
69% of consumers think that
advertising has the power to
change the world*
Source: McCann “The Truth
About Advertising” –
Transformation 2013