Media agencies who have chasing awards lower on their priority list seem to develop longer-term relationships with advertisers and marketers in China, with the most stable durations averaging 4.6 years, followed by advertising agencies with an average 4 year relationship. Digital agencies are the most vulnerable, where the average partnership lasts just 2.7 years.
Bad service and account team issues are among the most frequently mentioned reasons by Chinese advertisers for changing to another agency, whether media, advertising, or digital.
One technique recommended by R3 is to have agencies evaluate each other to drive better results. How well is your media agency rated by your digital agency? What can your digital agency teach your advertising agency about improved processes?