Marketer-agency relationships in APAC – some findings from The Observatory
Richard BleasdaleThe Observatory Asia Pacific
Background
In 2007, The Observatory International undertook a study across Europe of how marketers were spending their time with agencies and how they felt their agencies were performing.
One of the findings of that 2007 study was that 20% of respondents were working across rosters involving at least eleven agency types, and a further 40% had involvement with a surprising minimum of seven.
At the most recent meeting of The Observatory Internationals' Global Remuneration Council in New York in October 2010, the subject of...