The Agency-Client Benchmark Report 2025: What Clients Really Think
The 2025 Agency-Client Benchmark Report addresses one of the most pressing questions in the agency world: "What do our clients really think?"
Based on 140+ confidential client interviews and insights from 60+ agency leaders across the UK (with contributions from Australia, India, and the US), this groundbreaking research exposes critical gaps between agency perceptions and client reality.
Key Findings
The research reveals that the strongest agencies don't just deliver great work, they build genuine, trust-based relationships. While agencies often worry about the wrong things, clients consistently value:
Clear, proactive communication over reactive updates
Human relationships and personality beyond just services
Strategic leadership that anticipates needs and challenges thinking
Value demonstration rather than lowest cost
Strong processes that create seamless experiences
The Reality Check
One of the most striking discoveries: agencies are often harder on themselves than their clients are. Many agencies underestimate their strengths while clients value them more than they realize—though there's still significant room for improvement.
For example, agencies assumed pricing would be clients' third-biggest complaint, but in reality, clients rarely leave because of cost, they leave when they don't understand the value.
What's Inside
The report provides actionable insights across 14 comprehensive chapters covering:
Communication breakdowns and how to fix them
The critical role of robust processes and onboarding
How to demonstrate strategic value beyond execution
The evolving impact of AI on agency-client relationships
Why feedback is your secret growth engine
How to differentiate in an oversaturated market
Who Should Read This
This report is essential for:
Agency leaders seeking to strengthen client relationships and drive growth
Account managers wanting to become more strategic partners
New business teams looking to improve pitch success rates
Anyone in the agency world who wants to build lasting, profitable client relationships
The Bottom Line
As the research confirms: It's not just what you deliver that keeps clients—it's how you make them feel. Agencies that listen better, communicate openly, and lead strategically will thrive, even in volatile markets.
Download the full report to discover the specific strategies and actionable recommendations that can transform your client relationships.
The Agency-Client Benchmark Report 2025 was created by Remeny Armitage, founder of Brilliant and Human, with contributions from leading agency experts across the industry.
