Olivia Parker
Mar 5, 2019

Exclusive Campaign study finds clients value agencies' creativity the highest

Despite the many sophisticated bells and whistles agencies are striving to provide, brands still think of creative campaign work as the number one value-add offering, finds new research presented at Campaign360 by Campaign and Kantar.

Agencies may need to work harder to sell themselves as all-rounders offering a complete, 360-degree range of services, according to a new survey, 'The Business of Marketing', by Campaign Asia-Pacific and our research partners, Kantar. The agency service that clients most value by a long way, is creative thinking, the research finds, with 84% saying they would outsource this work. 

Despite the trend for agencies re-structuring and broadening their offerings into a menu that...

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