Marketers rank strategic insights as their most important criterion when reviewing new agencies, according to results from an RSW/US survey, placing more emphasis on an agency’s strategic capabilities than on its creative ideas, chemistry, and cost. The RSW/US survey is one of several to share that result. It also finds that marketers’ top criteria line up with how agencies believe they should be evaluated.
That is, marketers’ top 3 criteria (strategic insights; creative ideas; and chemistry) were also the top 3 criteria by which agencies believe they should be judged. Both groups differ on cost, though: agencies believe this is the least important criterion (if only…), while marketers rank it 4th on the list of 6, close behind chemistry. Read the rest at MarketingCharts.