By Ishbel Macleod

With research from ISBA suggesting that brands treat agencies like ‘factories‘, we asked some of the biggest creative agencies their thoughts.

The research suggested that bigger agencies are seen as TV-centric, while smaller agencies come across as media neutral. It was also proposed that larger agencies are less collaborative than smaller agencies.

Debbie Morrison, director of consultancy and best practice at ISBA, said that this was leading to a “dangerous emerging precedent”, giving “the perception amongst clients that their creative agencies have lost the high ground in ideas generation, profundity of thinking and proactivity”.

However, major agencies such as M&C Saatchi Read full story ›

Source: The Drum