PERCEPTION REALITY

The specialist agency perceptions study was conducted by Tangible Media and TRA and we used data from 75 marketers and 93 from agency-side. This includes many of the country’s top marketers, who are responsible for a large proportion of the total spend on creative services and media. To choose the agencies, we compiled a list of the agencies we were hearing most about across a range of specialist disciplines and asked respondents a series of unprompted and prompted questions about them. It is increasingly difficult to split agencies into these divisions because there is so much crossover. But we based their positions on their most obvious skillset.

The following pages showcase some of the highlights of the research. But there is more information about the strengths and weaknesses of specific agencies available. So if you’re a specialist agency that wants to know more about how they are perceived – or you’re a marketer hoping to find out what your peers think about the specialist agency landscape – contact commercial manager Vernene Medcalf to buy a more detailed report. vernene@tangiblemedia.co.nz.