Initiating cooperation with a media agency represents a strategic step for marketers that can deliver significant benefits. The expertise and buying power of a media agency can substantially enhance the reach and effectiveness of advertising campaigns. However, initial stages often reveal challenges that can affect the efficiency and transparency of the entire collaboration. Experiences from the Polish market—and similarly from other developed markets—highlight typical issues in client-agency relationships that are universal across the media industry.

The first months of collaboration with a new media agency can uncover critical discrepancies and barriers hindering the establishment of a genuine partnership. These challenges range from transparency regarding costs and settlements, difficulties in measuring real campaign effectiveness, limited data access, and differences in strategic goals, to organizational issues. Below are the primary challenges outlined with their implications for collaboration with media agencies.

Potential strategic goal discrepancies

Collaboration often reveals that strategic objectives between the media agency and the client may not align fully. Media agencies, focusing on media indicators and campaign execution, may prioritize maximizing reach, achieving media metrics, or utilizing the entire budget. Meanwhile, marketers typically seek concrete business results: sales growth, customer acquisition, return on marketing investment (ROMI), etc. Without clear agreement on priorities at the outset, discrepancies arise. An agency might view a campaign as successful (e.g., achieving planned GRPs and reach), while the client remains dissatisfied due to insufficient business impact.

Operational fragmentation increasing at agencies

The organizational structure of media agencies, particularly larger network agencies, can be complex and opaque. Strategic planning might be conducted by a central team, media purchasing by a specialized trading unit, digital campaigns managed by separate teams or external partners, and client communication handled independently. This operational fragmentation complicates understanding of campaign processes and accountability, leading to potential inconsistencies and communication issues.

Complexity in measuring effectiveness

Accurately measuring campaign effectiveness poses significant challenges. Standard media metrics (e.g., GRP, reach, CTR, views) often fail to fully capture actual business impact (sales growth, brand image enhancement, lead generation). Increasingly multi-channel and integrated campaigns complicate attribution and the assessment of results. Without jointly established success metrics, misunderstandings regarding outcomes frequently occur.

Lack of cost transparency

Cost transparency is frequently cited as a major issue. Marketers often lack full visibility into how their advertising budgets are spent. Agencies receive discounts and bonuses from media channels, leading to distrust if clients suspect financial incentives might influence media recommendations. Limited cost transparency at the outset can strain client-agency relationships significantly.

Limited access to data

In a data-driven marketing environment, restricted client access to raw campaign data is problematic. Agencies often provide aggregated reports rather than detailed source data, hindering marketers’ independent analyses or integration with other data sources (sales, CRM). Limited transparency prevents independent verification and deeper ROI analyses, potentially undermining client trust early in the relationship.

Low digital understanding among traditionally offline agencies

Rapid digital growth has highlighted the necessity of digital competencies. Agencies originating from traditional offline channels (TV, radio, print) may inadequately understand digital specifics, neglect advanced audience segmentation, personalization, or programmatic solutions. This discrepancy frustrates marketers seeking innovative digital-first strategies.

Resistance to audits and verification

Trust is built through the transparency and verifiability of agency activities. Agencies often resist external media audits, particularly from highly specialized digital auditors. This resistance raises concerns among marketers regarding possible inefficiencies or undisclosed financial practices. Lack of openness at the relationship’s onset can significantly damage trust.

High agency staff turnover

The advertising industry is known for high staff turnover, presenting ongoing challenges for marketers. Frequent changes in agency teams result in loss of client-specific knowledge and disrupt relationship continuity. Repeatedly onboarding new teams burdens marketers and undermines long-term planning confidence.

Conflict of interest risk

Client-agency relationships are built on the assumption that agencies recommend optimal media solutions solely aligned with client interests. However, conflicts of interest can occur if agencies promote proprietary platforms, media packages, or maintain preferential relationships with certain media providers. Additionally, servicing competing clients can indirectly affect impartiality. Such conflicts raise immediate concerns about agency loyalty and neutrality.

Summary

The initial collaboration phase with a media agency tests fundamental issues shaping future relationships. The challenges outlined—ranging from financial transparency to strategic alignment—highlight areas requiring careful management. Overcoming these issues demands mutual commitment and clarity. Marketers, responsible for campaign budgets and business outcomes, have every right to demand transparency, reliability, and strategic alignment. A partnership based on mutual trust, aligned goals, and transparency is essential for long-term collaborative success.