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Gastbeitrag für W&V – Agenturen und Kunden vertrauen sich nicht mehr: Was jetzt zu tun ist

Portrait von Denise Kurkowski

Ein Text von Conrad Breyer erschienen in der W&V

Die gesamte Kommunikationsbranche stehe unter "Generalverdacht": viel Geld, wenig Leistung. Agenturen und Kunden hätten im Arbeitsalltag zu viele schlechte Erfahrungen miteinander gemacht, schreibt Denise Kurkowski, Geschäftsführerin der Markenagentur Loup, in einem Gastbeitrag für W&V. Stimmt das denn?

Ihre Hauptargumente sind:

  1. Kunden haben schlechte Erfahrungen mit Agenturen aus früheren Projekten: nicht eingehaltene Deadlines, unzureichende Qualität, ausufernde Kosten 
  2. Kunden wiederum verstünden Kommunikation nicht als Invest, sondern als Kostenfaktor 
  3. KI-Tools haben jetzt noch dazu geführt, dass Kunden glauben, alles sei zum Dumping-Preis zu haben. 
  4. Das Ergebnis: Alle verlieren. Agenturen arbeiten sehr oft nicht kostendeckend und bringen sich damit in eine existenzgefährdende Lage. 

Marken bekommen Lösungen nach dem Baukastenprinzip und gehen im Einheitsbrei der Retortenkommunikation unter. Die These überrascht vielleicht ein bisschen. Denn wir erinnern uns: 

Zu Corona-Zeiten noch hatte der Branchenverband GWA eine Studie publiziert, die belegte, wie eng Agenturen und Kunden in der Pandemie zusammengewachsen waren - zumindest unter ihren Mitgliedern. 

Das Ergebnis damals lautete: "Die Agentur-Kunden-Beziehung wird zu 93 Prozent als ausschließlich gut oder insgesamt eher positiv eingeschätzt." Verglichen mit 2016 verbesserte sich der Wert um neun Prozentpunkte.

Kunden stehen unter wirtschaftlichem Druck

Inzwischen aber hat sich die Welt da draußen verändert. Nach Corona kam der Krieg gegen die Ukraine, die Energiekrise, die Inflation, wieder ein Krieg in Gaza etc. Kim Notz, Chefin der Hamburger Agentur KNSK und Host des Podcasts "What's Next, Agencies?", sagt: "Wir stehen am Rande einer Rezession und die Kunden unter enormem Druck." Da sei es kein Wunder, wenn die Marketingverantwortlichen versuchten, Budget und Aufwände stärker zu kontrollieren. 

Was aber, das erklärt laut Notz das Misstrauen auf beiden Seiten, dem Wesen von Werber:innen nicht unbedingt entgegenkomme. "Strategen und Kreative brauchen nun mal Zeit zum Denken, um auf originelle Ideen zu kommen und tragfähige Konzepte für Marken zu entwickeln." Und darüber wird nicht offen kommuniziert. Das habe, sagt Christian Niemeyer von der Pitchberatung Francis Drake in Hamburg, dramatische Folgen. "Es ist ein Teufelskreis: Die Agenturen liefern oft nicht, was sie versprechen, weil sie dafür zu schlecht bezahlt werden." 

Der Preiskampf unter den Agenturen ist hart. Viele unterbieten sich und gehen auf Preise, die bis zu ein Viertel unter dem liegen, was regulär die Benchmark ist. Das sei zwar, meint Niemeyer, nicht unbedingt die Schuld der Kunden, sondern der Agenturen, die sich ihres Wertes nicht bewusst seien. Aber klar: Wer redet schon gerne über Geld, wenn er Angst haben muss, dass der Kunde sein Projekt abzieht oder den Etat neu zum Pitch ausschreibt. Die Situation scheint für beide Seiten unbefriedigend, auch unheilvoll. Dabei gäbe es eine einfach Lösung: Miteinander reden!

Am Ende überzeugt Qualität

Notz hat die Erfahrung gemacht, dass Agenturen, die möglichst früh mit dem Kunden über ihr Leistungsportfolio und ihre benötigten Aufwände sprechen, auf offene Ohren stoßen. Denn Kunden brauchen die Expertise von Agenturen in der komplexen Kommunikationslandschaft heutzutage ja und sie seien bereit, dafür zu bezahlen. "Letzlich überzeugt Qualität", betont auch Niemeyer. 

Jede Agentur sollte Kunden also klar machen, welche Kosten entstehen, vorher ihre Modelle zur Abrechnung überdenken, ihr Prozessmanagement klarziehen, dann kommunizieren, welche Expertise der Kunde dafür erwarten kann und auch, was am Ende dabei rauskommt. Denn Kreativität trägt wesentlich zur Wertschöpfung in Unternehmen bei. 

Das hat erst kürzlich wieder eine Studie von McKinsey gezeigt: Laut der "State for Marketing 2024" erzielt Werbung mit hoher Kreativleistung einen viermal höheren ROI. Und: In Zeiten der Transformation werden authentische Marken als wesentlich für nachhaltigen Erfolg wahrgenommen. Dafür hatte die Unternehmensberatung 100 Marketingverantwortliche und Nachwuchstalente aus 14 B2B- und B2C-Sektoren befragt.

Klartext hilft

Wie das geht, zeigt das Beispiel The Lakehouse. Die kleine Düsseldorfer Agentur, von dem Kreativen Fabian Kirner, dem Strategen Kim Florio und dem Digitalexperten Daniel Biallowons geführt, hatte mit ihren Kunden noch nie zu kämpfen. Kirner sagt: "Wir kommunizieren unseren Scope von Anfang an sehr klar. Wir rechnen aber auch nicht Stunden, sondern Pauschalen ab." Auch Agenturen wie Butter oder BrandNeo haben mit ihren Preisen keine Probleme, um nur ein paar Beispiele zu nennen. 

Als seniorige Agentur-Inhaber:innen haben sie vermutlich alle keine Scheu, dem Kunden gegenüber selbstbewusst aufzutreten. Und das ist gut so: Denn nur so schafft man Vertrauen.

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