A view from Laetitia Zinetti, on the client’s priorities when it comes to agency selection, has been featured in Digiday.
Transparency issues are the reason many advertisers go to pitch, but cost pressures are often what decides the outcome. According to data from Ebiquity, out of the 100 pitches it conducted last year, 54 percent said the top criterion used was cost improvement, and 34 percent said it was “strategic vision and expertise.”
In this article, Laetitia highlights that “The dynamic is changing, but I don’t think we are where we should be. It can be difficult for an advertiser to differentiate between agencies on their strategic capabilities, so they look at how efficient they’re going to be — not just on the media costs but on the remuneration and technology costs too.”
To read the article in full on Digiday, please click here.
First featured on 12/02/2019
To find out more about The Art and Science of Agency Selection, please click here.
