Agency selection: The right fit between marketer and agency

Johanna McDowell shares the secrets of chemistry in a client-agency relationship and its impact on the pitch process.

SCOPEN 23-24 shows a strong uptick in ROI, the agency team and strategic planning. But the most-desired agency attribute today is strategic creativity.

While spend has changed with new platforms and opportunities, creative and media agency integration is proving vital for a brand’s bottom line.

What do marketers look for when choosing an agency, and how important is the chemistry between the two teams? SCOPEN 2023-2024 reviews process and pitch.

Agency mergers have given rise to massive networks - but independents are equally able to provide what clients want. Johanna McDowell, CEO of IAS and SCOPEN partner, reviews the trends.