Marketers look to agencies for strategic help
by Kate Maddox

Marketing clients place a premium on the creative work and strategic ideas coming from their agencies, according to a study released last month by the Association of National Advertisers.

The study found the No. 1 thing clients want from their agency partners is effective campaigns (56%), followed by outstanding ideas and implementation (40%) and strategic counsel and insights (35%).

"They want their creative to be on strategy," said Barbara Bacci Mirque, executive director of the ANA. "They want their business understood, and they want their agency to meet their strategic goals."

When asked what they want from their agencies overall, 95% of clients said they want outstanding service, 95% said they want responsiveness and 86% said campaigns that are effective in meeting their goals.

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