South Africa, Feb. 20 -- 93% of marketers report being satisfied with the work their agencies deliver, while the duration of relationships between marketers and agencies is increasing, with media agencies maintaining the longest partnerships.

Creative agencies

The most important qualities for marketing professionals when defining an "ideal" creative agency are:

The average duration of the relationship between marketers and their creative agencies (4.5 years) has increased in the last two years (4.1 years in 2022), breaking the trend of previous years where we observed increasingly shorter relationships.

This duration is close to the global average (4.7 years). Independent agencies and medium-sized companies have a lower average durati...