How good is your agency?
Do local agencies add value to a brand’s bottom line, what are the relative merits of global ad agencies, and is it better to have an in-house or outsourced creative team? A new report sheds light on these and other key issues facing the ad industry
Global experience seems to trump local insight when it comes to choosing an advertising agency.
In new research by agency selection firm Scopen/IAS, respondents put a little more value on an international perspective than a deep understanding of local consumer behaviour...