The relationship between a brand and its agency is crucial for business growth. The right agency can drive significant growth by enhancing impact, fostering creative transformation, building audience loyalty, and more.

However, several factors are changing this dynamic, including macroeconomic and market fluctuations, evolving needs and expectations, and new consumer behaviors and preferences. To explore how these relationships are evolving, Wpromote and Ascend2 surveyed over 500 brand and agency decision-makers to uncover what works and what doesn’t.

The findings are clear: strong brand/agency alignment significantly impacts business outcomes. A robust agency partnership is linked to numerous benefits for brands, such as stronger revenue growth, higher ROI, better brand performance, and more strategic marketing budget allocation.

Despite this, there are notable disconnects in many partnerships. While 76% of agencies express high confidence in their service delivery, only 39% of brands are very satisfied. In today’s fast-changing media and marketing landscape, alignment is crucial. So, how can we bridge the gap between what brands need and what agencies deliver?

This new research aims to answer that question, helping you choose the right agency partners, and evaluate and optimize your current relationships and ways of working.

Here’s to better partnerships!

How To Use This Report

Different brands have varying needs, so we’ve divided the data into three key segments to help you get the most out of our findings:

Enterprise Scale: Brands with over 500 employees, representing 55% of total survey respondents.

Growth Mode: Brands reporting significant revenue increases in the last year, making up 16% of total survey respondents.

Executive Perspective: Respondents who are owners, partners, or C-suite level executives, accounting for 41% of total survey respondents.

Additionally, we will highlight any significant differences between B2B and B2C brand responses to ensure you access the most relevant insights possible.