Reklamveren Reklam Ajansından Niye Ayrılır? Türkiye'nin En Büyük Reklamverenleriyle Anket Çalışması

Türkiye’de reklamveren-reklam ajansı ayrılıklarının nedenlerine ilişkin çok az sayıda araştırma bulunmaktadır . Reklamverenin ajansından ayrılma kararında kullandığı ölçütleri ortaya çıkarmak amacıyla Türkiye’nin en çok reklam harcaması yapan reklamverenlerinden 52’siyle bir anket yapılmıştır. Araştırmanın bulgularına göre, ana yaratım ajansından ayrılma kararında en önemli unsurlar yaratıcılığa ve diğer ajans ürünlerine odaklanmaktadır. Reklamverenlere, bugün benzer bir kararda aynı unsurları nasıl değerlendirecekleri sorulduğunda bazı anlamlı farklılıklar ortaya çıkmıştır. Bu bulgu, reklamverenin yeni ajansıyla çalışma süresi içinde kimi unsurlara başlangıçta olduğundan daha çok önem verdiğine işaret etmektedir. Ajanstan ayrılma ölçütlerine verilen önem düzeylerinde sektörel farklılıklar da görülmüştür.

Reasons for the Breakup of the Advertising Agency- Client Relationship: A Survey of Turkey's Leading Advertisers

Surprisingly little research has been done in Turkey on the reasons for which advertisers part ways with their advertising agencies. A survey with 52 of Turkey’s highest-spending advertisers strongly affirms the importance of relational aspects in the decision to terminate the relationship with the lead creative agency. The investigation of how advertisers would evaluate the same criteria today as compared with the past has revealed some significant differences, suggesting that certain aspects were perceived as underrated in the actual breakup decision. The research also suggests that there are some sectoral differences in the importance accorded to various dissolution criteria.

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