The 4A’s flagship conference kicks off today in Los Angeles. Prior to the conference, a business intelligence firm specializing in global advertising asked marketers if they still believe that the role of the lead agency is a key factor in their business strategy, with 77% of respondents saying that lead agencies maintain a pivotal role.
The outfit asked marketing professionals and decision makers what their preferences were in order to better understand agency search methods, uncover key agency selection criteria, share client relationship preferences and highlight emerging agency trends.
The questionnaire also explored the trends of clients moving Read full story ›
Source: The Drum
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