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Marketers favour smaller advertising agencies

LONDON - More than 35% of marketers who spend $5m (£3.5m) or more on advertising believe medium-sized agencies create the best work, compared with only 9% favouring larger agencies, according to new research.

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Some 482 advertisers were questioned as part of the Harris 2001 Advertising Agency Reputation Study. Effective creative scored the most in the top five attributes used to evaluate a potential agency at 73%, followed by understanding client's business at 62%. Being careful with money was cited by 56% of respondents, while responsiveness was named by 51%, followed by creative flair at 47%.

The use of performance-based compensation remained unchanged since 1998 with only 27% of those surveyed saying they used it. The figure for the use of search consultants also remained the same at 10%.

However, the use of search consultants by clients to conduct reviews has soared dramatically. It has risen from only 26% in 1998 to 56% in 2001.

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