- Agency owners have a wicked sense of humor.
- Agency owners both hire and fire too slowly.
- Agency owners have a love/hate relationship with clients.
For the most part, agency owners like and respect their clients, but they're often frustrated by the games they have to play to get information, and they're never quite sure where they stand.
In many ways, the relationship is like a dysfunctional romance. When a client works with more than one agency, there are hurt feelings, and when the agency pushes for answers or more projects, the client feels backed into a corner.
Agencies can usually ferret out what the client is up to, but the attitudes and beliefs that lead to those actions are often hidden from view.
That's why, in Summer 2014, audience segmentation research firm Audience Audit partnered with Agency Management Institute (a consultancy that helps marketing, PR, digital, and advertising agencies be more successful) to conduct an original study exploring the reasons organizations hire agencies, what they're looking for, and how agencies can position themselves for relevance with their target customers.