- Agency-Marketer Business Report from RSW/US shows that business directors may have the toughest ad agency role.
- According to the research, the average tenure of a business director is just two years or less.
- Unrealistic expectations and a tough market are to blame for business development executives plight — 43% of agencies responded that work is now project-based rather than on retainer.
There might need to be a shift in the understanding of what the role of a business director should encompass — both on the agency and the individual's part. Client-agency relationships are changing, which is perhaps also a big part of the problem, but it is unclear on how business directors can smooth the rough transitional waters.