By John Glenday

Advertisers trade body the ISBA has warned that brands increasingly regard creative agencies as ‘factories’ after publishing the results of its latest survey.

The research also uncovered a bias of agencies in young relationships to perceive them as having a greater grasp of digital whilst, unsurprisingly, those in long-term relationships are more trusting.

Larger agencies were viewed as being more TV-centric whilst smaller are media neutral whilst clients locked into international agreements expressed greatest dissatisfaction in the poll.

Debbie Morrison, ISBA’s director of consultancy & best practice, said: “A dangerous emerging precedent appears to be the perception amongst clients that their creative agencies Read full story ›

Source: The Drum