Marketers in the ASEAN region are not very happy with their agency partners.

According to a survey by WFA, the need to improve capabilities in agencies was identified by many, with PR performing worst, followed by creative and digital.

The main challenges with these agencies included a rapid turnover in staff with 61% of respondents agreeing or strongly agreeing with the statement that “agencies cannot hold on to their best people”.

Meanwhile 63% of respondents agreed or strongly agreed that “there are plenty of very exciting new agency start-ups emerging”.

The survey hence attributed the churn in agencies creating new potential partners in emerging areas, such as social and content where traditional agencies have not been as quick to adapt.

Local agencies are also regarded as having a superior understanding of local business issues compared to international entrants.

Nonetheless, the media and marketing research partners have kept their clients satisfied with 54% of survey respondents describing these agencies as good or excellent.

Read the full article in Marketing magazine.

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