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 (see here and here for examples). 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.
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