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NEW YORK Despite the bewildering explosion of digital channels, clients overwhelmingly look for creative chops over new media aptitude when choosing an agency, according to a new survey.
A poll of 100 U.S. and U.K. marketing executives by market researcher Evalueserve, on behalf of digital shop and consultancy Sapient, found clients are still looking for top creative talent in agencies, ranking digital expertise far down their criteria.
“I think being innovative, getting ahead of stuff and finding new ways to deliver a compelling message is what [clients] want,” said Gaston Legoburu, chief creative officer at Sapient.
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