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Clients are taking a closer look at their agencies, and their reviews are not motivated by cost considerations, but instead by business performance issues. And to pass the test, agencies need to demonstrate creative and strategic aptitude, according to Avidan Strategies survey results revealed in a recent Forbes article. Indeed, clients are most often looking at the quality of creative ideas and strategy (90% of respondents) when evaluating agencies. This is consistent with CMO Council survey results from January, in which multinational marketers were most likely to say they look at strategic contributions when reviewing or evaluating agencies. (more…)
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Agencies’ Strategic Competence All-Important to Clients
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