The Havas study demonstrates the urgent need to change client-agency relationships

The report outlines seven strategies for agencies to build more meaningful relationships and meet the changing expectations of procurement leaders.

LONDON, June 15, 2022-(BUSINESS WIRE)-At the ProcureCon Marketing EU conference held on June 15 in London, Havas announced “Significant Brand Special Reports: The Barometer of the Client-Agency Relationship”, a unique research report on its genre, examining how agencies can do. become more significant long -term partners, amid ongoing disruptions caused by global pandemics, supply chain issues, and changes in technology and data.

“The Client-Agency Relationship Barometer” is a special report from Havas Group’s Meaningful Brands study, a landmark two-year survey of brand value conducted since 2009. Conducted in partnership with YouGov and Prescient , this is the first of its size, featuring in -depth interviews and extensive quantitative research with more than 100 procurement decision makers in the US and UK. It assesses their current organizational priorities and how agencies are measuring these new expectations.

Research from Havas suggests that procurement professionals increasingly see their role as forward-looking, beyond the immediate need of driving business performance and sales, with one in four respondents considering change as their top priority. Agencies have room for improvement to help their clients drive change, with 46% of respondents saying their agencies only provide traditional solutions to their problems, and one in five believe that their agencies show innovations that are “new and shiny”, rather than what is important to their business needs.

“A dynamic new agenda is emerging in all businesses, as organizations evolve to adapt to changing consumer behavior, and changing client-agency value has never received more attention, ”said Tracey Barber, Global Director of Marketing, Havas Creative Group. “The results of our‘ Client Agency Relationship Barometer ’report are a wake-up call for agencies: it’s time to develop strategies that close the gap between client expectations and build meaningful relationships that endure the inevitable challenges and trials to come. “

Agencies are under new scrutiny amid systematic disruption, with 50% of procurement leaders seeing a mismatch between their needs and what agencies provide. From this groundbreaking study, Havas developed seven guiding pillars for agile agencies to build more meaningful and lasting relationships, including:

  1. Everything should be driven by its relevance to the business, so develop a way to understand the impact of your actions.

  2. Create forums for new experts and talent to come to the table (ESG / Sustainability / Goals).

  3. Tie it all back to delivering tangible value and real ROI. If your customers feel like they’re getting great value, they probably are.

“In our increasingly complex world, a successful client-agency relationship must take the form of a valued partnership. Agencies must be trusted advisors, helping their clients navigate the absence of assurance and create meaningful connections with consumers, ”said Erin Flaxman, director of global growth at Havas Media Group. “These pillars are a guide to understanding the key issues facing customers and developing the future-looking skills and expertise that procurement professionals are looking for today.”

About Havas Group

Havas is one of the largest global communications groups in the world. Founded in 1835 in Paris, the Group employs 20,000 people in more than 100 countries and operates through its three business units covering all communication activities. The mission of the Havas Group is to make a significant difference for brands, companies and people. To better anticipate customer needs, Havas has adopted a fully integrated model through its 69 Havas Villages around the world. In these villages, creative, media, and healthcare and wellness teams work together, ensuring agility and a seamless experience for customers. We are committed to building a diverse culture where everyone feels they belong, can be themselves, thrive and thrive. Havas Group merged with Vivendi in December 2017. More information on Havas Group is available on the company’s website:

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