Consulting firm Scopen recently released the latest trends in marketer-agency relationships in Brazil, Spain, the UK, Columbia, India and China. According to the research, clients are generally working with agencies on a contractual basis as opposed to a fixed retainer. The preferred agencies are bound by a service-level agreement and are contracted to perform a variety of services. In Brazil, for example, 93.6% of marketers interviewed said they have contracts with the agencies they work with on a regular basis, compared to SA’s 77.3%. The reason for the response of the Brazilian firms is likely that media agencies and creative agencies still consist of one unit and haven’t been separated. In Argentina the percentage is 33.3%, in Spain 33% and in Mexico 32.9%. In SA 22.7% of the work is project based. As far as integration and specialisation goes, the statistics show that China appears to have a preference for specialist agencies in each discipline, probably because the Chinese mar...

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