With brand marketers demanding creativity and increasingly immersive experiences, do they bring these expectations at the agency pitching panel? Ted Chiu, VP, creative, Mattel Brands, said that he tends to "look for surprises" when it comes to choosing agencies. "Truly, just think about something we haven't thought of," he said.
He also added that the history or prestige of an agency matters differently to differently brands. "There's always a certain 'leap of faith' in this. If we are conservative and careful about our spend, I would think about the history of a certain agency or what they have achieved before – that absolutely helps," he said.