AREAS OF IMPROVEMENT FOR AGENCIES

Reflecting the lower perceptions of strategic thinking, clients want more strategic planning and implementation and deeper business thinking, along with better consumer insights and creative thinking. (Figure 3.)

‘Agencies often overlook your value proposition or don’t understand your brand and brand vision. This can be avoided with better communication from both sides and by involving all stakeholders.’ Su vey respond nt

Not surprisingly, given they’re linked to strategic thinking, we see strategic planning (54 percent) and deeper business understanding (49 percent) as areas for the industry to improve on. Similarly, we see more creative thinking (49 percent) as a key area of improvement.

There’s also a need to bring the consumer into the process more, with 51 percent of marketers surveyed saying that agencies need to improve on having relevant consumer insights.