MediaBuyerPlanner: Clients are lousy at integration, say U.S. agency leaders in a survey conducted by Joanne Davis Consulting in conjunction with Scan International Marketing Communication Management.
The survey, which had 103 agency leaders answering 40 questions about everything from client briefings and relationship management to communications and integration, showed that 36 percent of respondents say clients are weak when it comes to integration skills, writes Adweek. Just 25 percent say clients were good at it.
Knowledge of integration is likely to become an ever more coveted but elusive skill as the varieties of media proliferate.
Clients need to improve most in the area of the briefing of agencies, say 45 percent of respondents – it is as poor a skill as integration, apparently. The decision-making process was cited by 35 percent as the area needing the most work, followed by relationship management, at 33 percent.
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