Clients want Agencies with a "thorough understanding of the marketplace"

Interesting story in Adweek that I believe is relevant in many industries, not just marketing, advertising and PR.

--John

New Study Reveals What a Client Wants in an Agency

A thorough understanding of the marketplace leads the wish list

Dec 15, 2008

-By Andrew McMains

NEW YORK Clients said "having an understanding of their marketplace" was the most important criteria for selecting an agency, according to a new survey that probes how clients view agencies from consultancy Reardon Smith Whittaker.

Grasping the company's strategic direction as well as the creative work presented were tied for the second-most important factors cited in the report titled, "A Client's View of Agency Performance." This was followed by "offering something fresh and new." ... http://tinyurl.com/57fx5v