Clients Want Strategic Input, Biz Value from Agencies

When reviewing and evaluating agency relationships, the majority of multi-national client marketers look at strategic contributions (57%) and business value created (56%), according to [download page] a CMO Council survey released in January 2012. Other key considerations include agency efficiency and effectiveness (50%), market impact and success of campaigns (42%), and creative excellence (42%). Yet although senior marketers appear to have an array of methods by which to evaluate their relationships, slightly more than two-thirds do no have solutions or hosted services that improve the agency benchmarking and evaluation process. (more…)