, Feb. 27 -- The biennial research looked at how marketers view both creative and media agencies. "Each was given a category outline and asked to submit three agencies," explains Johanna McDowell, Scopen partner and CEO of the Independent Agency Search & Selection Company (IAS).

"Here, we show the outline and the results of each."

Under the title "spontaneous awareness", respondents named three agencies they are aware of.

14 Feb 2024

Attractive agencies provided a list of the agencies marketers would shortlist in a pitch.

"The ideal agencies category is an analysis of how the overall market, along with the particular clients of an agency, rate that agency," explains Cesar Vacchiano, president and CEO of Scopen International.

In the ...