Clients want agencies to deliver industry expertise, agility and empathy, new research finds

Client expectations are constantly changing for media agencies.

With a number of businesses run by millennials and Gen Z, marketers are seeking not just a vendor when working with agencies — but a true collaborator. This seems to be especially true in the case of B2B marketing when they are on both the consumer and buying sides. Last year, Forrester found that 64% of business buyers were millennials and Gen Z, with millennials accounting for more than half of all business buyers.

Branding ad agency Triptent’s recent research on what brands are looking for in their agency partners showed similar findings with B2B marketers. A major factor influencing the agency business comes down to being empathetic partners as changes and tech developments are happening faster in the industry. Triptent surveyed more than 800 B2B marketers in the U.S. from April to May this year.

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