New Study Reveals What a Client Wants in an Agency

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NEW YORK Clients said “having an understanding of their marketplace” was the most important criteria for selecting an agency, according to a new survey that probes how clients view agencies from consultancy Reardon Smith Whittaker.

Grasping the company’s strategic direction as well as the creative work presented were tied for the second-most important factors cited in the report titled, “A Client’s View of Agency Performance.” This was followed by “offering something fresh and new.”

This year the Cincinnati-based company polled 184 client marketing and brand executives from the likes of AT&T, Dunkin’ Brands, Merck, MetLife and Revlon via an online questionnaire that was distributed in November.

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