Four in Five Clients Measure Agency Performance Annually: ANA Survey

http://promomagazine.com/news/ana-survery-results-0915/

A new survey from the Association of National Advertisers finds a hefty majority of advertisers—more than four out of five-- reporting that they regularly evaluate the performance of the advertising agencies retained on their accounts.

Clients are also much less likely to set up regular re-examinations of their multicultural, digital, PR or direct marketing agencies than of their basic creative agency, according to the survey, conducted with the help of the marketing services group Mktg. The poll found that while about 68% of respondents said they have a formal evaluation process in place for their traditional media agencies, only 47% reported the same in regard to their digital marketing agency, and only about 25% said they regularly examined the performance of their direct, PR and multicultural agencies.