Digital agencies have poor client relations

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Digital agencies don't enjoy a strong a relationship with clients as their above-the-line counterparts, according to Agency Assessments International's advertisers and agencies survey.

A report in newmediazero says the survey revealed that just 24 per cent of advertisers have a formal contract with their digital agency. This compares to 81 per cent for creative agencies and 81 per cent for media buying agencies. An even lower proportion, 14 per cent, of companies formally evaluate the performance of their relationship with digital agencies, as opposed to 86 per cent for media buying agencies, 76 per cent for creatives and 57 per cent for media planning.