KEY DECISION CRITERIA FOR AGENCIES

Clients are generally looking for strategic thinking, creativity and effectiveness when evaluating creative and media agencies.

The main criteria for marketers when evaluating which creative/media agencies to work with are strategic thinking, creativity and effectiveness (all above 50 percent). At the opposite end, value for money (29 percent) and reputation (10 percent) are not very important. (Figure 1.)

When it comes to strategic thinking and effectiveness, there are mixed perceptions as to how well the industry is delivering.