New ANA and 4As Report Reveals Client-Agency Relationship Tenure Has Doubled Since 2016 | About the ANA | ANA

New ANA and 4As Report Reveals Client-Agency Relationship Tenure Has Doubled Since 2016

Integrated full-service agencies report an average tenure of 7.3 years, while media-only agencies have a significantly shorter average tenure of 3.7 years

NEW YORK, N.Y. - April 30, 2025 — The ANA (Association of National Advertisers) and the 4As (American Association of Advertising Agencies) released a joint study revealing that the average client-agency relationship tenure now stands at approximately seven years, more than double the 3.2-year average reported in 2016. This increase signals a shift toward value-based partnerships.

The Client-Agency AOR Relationship Tenure study surveyed both client-side marketers and agencies to understand the evolving dynamics of Agency of Record (AOR) partnerships. The findings highlight the impact of sustained collaboration, the financial strain of repeated pitches, and the growing importance of trust and transparency in marketing relationships.

“Driving meaningful results in today’s marketing environment requires a collaborative approach built on a foundation of trust and transparency,” said Greg Wright, SVP at the ANA. “This research demonstrates that when clients invest in building that foundation, agencies are empowered to deliver the innovative and effective strategies that fuel brand growth and, ultimately, drive greater ROI, fostering stronger, long-term partnerships.”

Other key findings include:

  • Integrated full-service agencies report an average tenure of 87 months (7.3 years), while media-only agencies have a significantly shorter average tenure of 44 months (3.7 years)
  • Experiential agencies enjoy the longest relationships, averaging 10 years, followed by integrated  full-service and public relations agencies. In contrast, digital and media-only agencies experience  shorter tenures. 
  • Independent agencies report longer AOR tenures (7.3 years) than holding company agencies (5.8 years).
  • Clients without mandatory review periods (60% of respondents) have significantly longer relationships (8.1 years) than those with frequent reviews (as low as 3.8 years). For the 40% of clients mandating agency reviews, they carry a substantial financial burden, averaging $408,500 per pitch for clients (as found in the previous Cost of the Pitch studies).
  • The majority of agencies’ top 10 clients are in AOR/retainer-based relationships, suggesting a strategic preference for ongoing partnerships.

“In a landscape where the average agency pitch costs marketers over $400,000, both sides of the table are recognizing the value of long-term commitment,” said Matt Kasindorf, SVP at the 4As. “This report confirms that enduring partnerships are not only possible, but seem to be increasingly the norm and potentially deliver better business outcomes.”

The report follows two prior studies from the ANA and the 4As: The Cost of the Pitch (2023) and The Cost of the Pitch II: The Rise of Value (2024). These studies revealed the true costs and consequences of unnecessary agency reviews. Together, these studies urge brands to look beyond short-term costs and recognize how investing in long-term agency relationships ultimately fuels brand growth.

See the full report here: www.ana.net/AOR-tenure-report

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ABOUT THE ANA

The Association of National Advertisers (ANA) is the definitive voice of the marketing industry. Since 1910, we have set and advanced the agenda for marketing transformation, connecting over 1,600 member companies to an influential global network, insights and resources that drive growth. Our members represent 20,000 brands and $400 billion in annual marketing investment. Through industry-leading research, the CMO Growth Council, and our proprietary Growth Agenda and Practices, the ANA empowers marketers to shape the future of marketing and create lasting impact for their organizations and the industry.

ABOUT THE 4AS

The 4As was established in 1917 to promote, advance, and defend the interests of our member agencies, employees and the advertising and marketing industries overall. We empower and equip our members to confidently navigate the ever-changing ecosystem of the agency world. We ensure they remain relevant, are positioned to compete, and have the resources to thrive and grow. With a focus on advocacy, talent and creating impact, the organization serves 600+ member agencies across 1,200 offices, which help direct more than 85% of total U.S. advertising spend. The 4As includes the 4As Benefits division, which insures more than 160,000 employees; the government relations team, who advocate for policies to support the industry; and the 4As Foundation, which advocates for and connects rising talent to the marketing industry by fostering a culture of curiosity, creativity and craft to fuel a more equitable future for the industry. To learn more, visit: https://www.aaaa.org/.