03 Sep 2018
This spring, AAR undertook a qualitative research project with brand owners and agency leaders exploring the concepts of Trust and Goodwill in client: agency relationships, along with the future role of Account Management.
We were curious as to whether trust is earned over time or is a default position at the start of a relationship? Whether trust and expectation levels vary depending on the role and remit of the agency? Is trust a virtual contract? How is it regained once lost? We also asked questions of marketers and agency leaders around the future of account management. Is the function still needed or on the road to extinction? How do they think it needs to change? What impact will those changes have on both clients and agencies? Is the label the wrong one in today’s world? What qualities make a great account director from a client’s perspective? Here’s a summary of our findings.
The research was undertaken by The Nursery, brand comms research agency, during March and April 2018. In depth interviews were carried out with senior clients and agency leaders, who were selected for their marketing experience and industry tenure. We thank them enormously for their time and perspective.