[Click here to view the video in this article]
In collaboration with USA Today, agency RPA conducted a study that looks at the relationship between brands and their creative agencies. Its findings are based on data collected from 150 senior level agency and brand marketing leaders, and were recently presented at the Cannes Lions International Festival of Creativity,
The report for the study identified one key problem about the relationship between the agency and the client—while both sides agree that trust is a very important factor in producing great advertising, research shows that there is a disconnect between these partners due to the unwillingness to speak freely and the lack of understanding about the brand’s business.
To set things right, RPA suggested a number of ways to increase trust and improve the agency-client relationship, as “the better the relationship, the better the work”—in addition to working on internal communication, the report also states that there is a need to “get creative with creativity”, as creativity would mean something different in each unique situation.
The insightful “The Naked Truth” report has been condensed into an infographic—including candid quotes from both agencies and clients—which you can read below.
You can also scroll down to watch the funny teaser for the study.
Click on image to enlarge
Click on image to enlarge
[via Fast Co. Create]
In collaboration with USA Today, agency RPA conducted a study that looks at the relationship between brands and their creative agencies. Its findings are based on data collected from 150 senior level agency and brand marketing leaders, and were recently presented at the Cannes Lions International Festival of Creativity,
The report for the study identified one key problem about the relationship between the agency and the client—while both sides agree that trust is a very important factor in producing great advertising, research shows that there is a disconnect between these partners due to the unwillingness to speak freely and the lack of understanding about the brand’s business.
To set things right, RPA suggested a number of ways to increase trust and improve the agency-client relationship, as “the better the relationship, the better the work”—in addition to working on internal communication, the report also states that there is a need to “get creative with creativity”, as creativity would mean something different in each unique situation.
The insightful “The Naked Truth” report has been condensed into an infographic—including candid quotes from both agencies and clients—which you can read below.
You can also scroll down to watch the funny teaser for the study.
Click on image to enlarge
Click on image to enlarge
[via Fast Co. Create]