The 2025 What Clients Think Report
Based on 680 in-depth interviews with creative agency clients, this is the most comprehensive annual study of what clients really think about their agency partnerships. Now in its 11th year, this report provides unfiltered insights from Brand Managers to CEOs across diverse industries — from SMEs to large corporates.
What's Inside:
Client World
The biggest challenges facing clients today (83% struggle with project prioritisation)
How AI is reshaping marketing functions and client expectations
What clients really think about creativity and risk-taking
The gap between agency ambitions and client realities
Winning New Business
Why 92% of clients dislike cold selling (and what works instead)
The three most effective door-opening strategies
What makes pitch presentations memorable vs forgettable
Why 74% of clients won't pay for creative pitches
How to optimise your website and marketing content
Retaining & Growing Clients
The top factors that damage partnership perceptions
Why 85% of vulnerable client relationships cite service issues as the main problem
Barometer questions that reveal relationship health
How to demonstrate ROI (77% of clients now demand this)
The real drivers of value for money perceptions
Key Headlines:
70% of clients remain optimistic despite mounting challenges
80% expect AI to reduce agency costs over the next 1-2 years
Only 58% of clients view their agency as a true 'partner'
59% would recommend their agency 'unreservedly'
This report arms agencies with the client intelligence needed to strengthen relationships, sharpen positioning, and win more business in an increasingly competitive landscape.
