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NEW YORK Clients view traditional ad agencies as being particularly unprepared to understand the changing ways consumers use media and technology, according to a new survey conducted by Forrester Research.
Still, of the agency executives surveyed, 93 percent of them thought their efforts “drive their clients’ marketing success,” while just 63 percent of the marketing executives contacted agreed, the survey revealed.
The company surveyed 141 executives on the agency and client sides to gauge perceptions on various aspects of the relationship.
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