WARC and SCOPEN, a leading marketing research consultancy, are partnering to produce the AGENCY SCOPE, an independent report on marketer-agency relationships to find out what clients think of their agencies and how they should adapt for future growth.

Now in its fourth edition, the UK cut of AGENCY SCOPE 2021/2022 provides creative and media agencies with first-hand information on the needs of clients and how they can better design their structures and services in order to meet them. The report will focus on the following:

  • Market Trends: an analysis of how marketers work internally, how they select an agency, how they work with their current agencies and which are their main challenges for the future.
  • Perception of Agencies: an analysis of current agency perceptions among competitors as well as their perception among agency professionals.
  • Agency Performance: an analysis of the agencies’ evaluation that exists among clients and the current satisfaction of the agency team.
  • Strategic Conclusions: for each client, a unique and confidential summary for strategic management decision-making based on market trends, agency perception, and performance among current clients.

The biennial research is based on both quantitative and qualitative research, based on interviews that will be carried out between January and April of 2021 with more than 400 senior client-side marketers. Participating companies include ASOS, Aviva, BT, Diageo, easyJet, Ford, NHS England, P&G, Santander, Tesco and Unilever.  

AGENCY SCOPE UK 2021/22 will be released in spring 2021. Similar reports are also available for 11 other markets in 4 continents, including Brazil, China, India, Mexico and South Africa. WARC first wrote about SCOPEN’s UK cut in February 2019.

Sourced from WARC/SCOPEN