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ANA study explores client-agency relationships

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New York--The ability to create effective campaigns is the top attribute that clients want in their ad agencies, according to a study released Tuesday by the Association of National Advertisers.

The study on client-agency relationships found that 56% of clients identified the creation of effective campaigns as the leading attribute of an agency, followed by outstanding ideas and implementation (40%), and strategic counsel and insights (35%).

Also, the top issues that advertisers say affect client-agency relationships are disconnects between strategy and creative (24%), work that is not always aligned with strategy (23%), high production costs (22%), and agencies taking too long or making too many reworks (21%).

--Kate Maddox

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