Abstract:

Agencies' Problems with Advertisers in the Middle East is the result of the application of BBDO's PDS  technology and is a sequel study to Advertisers' Problems with Agency Service in the Middle East, presented at the 1st ESOMAR/MERF/IAA Conference. The current study, conducted among a cross-section of general managers of advertising agencies, provides a hierarchy of complaints on several aspects of advertiser behaviour and attitude. These rank orderings are determined by the respondents collective assessment of the importance of each problem and the frequency of its occurrence. The findings reveal agency dissatisfaction with client remuneration levels and practices, the level of advertising expertise In advertiser organisations and client capability to handle productively agencies as valued partners/resources. Impact/BBDO reviews the issues and provides suggestions for progress toward their resolution.