The commercial - and indeed creative - well being of an agency is highly dependent on the strength of its client relationships, which in turn depends on the agency's ability to understand and satisfy client needs. This report provides a unique and valuable insight into clients' perception of agencies' performance. It is based on the responses of 130 advertisers (collectively billing in excess of £1 billion per annum on advertising) to a comprehensive questionnaire addressing issues such as key performance indicators, service quality, task competencies and relationship management. The report's findings enable agencies to address those matters which are of real concern to clients, enabling them to improve relationships. The data can also be used by clients to benchmark an agency's performance.

"This new survey is a welcome innovation from an agency point of view. There is a goldmine of data here to help everyone make more informed decisions about how to improve their own client/agency relationships." Chris Baker - Partner & Planning Director BST.BDDP (now at TBWA GGT).

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