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Key stat: Cost is the most important factor for 59% of US brand-side marketers when selecting an agency, according to a joint report from the Association of National Advertisers, 4A’s, and Advertiser Perceptions.
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Note: Respondents were asked, "What are the most important factors that go into deciding which agency to select at the end of the pitch?"
Methodology: Data is from the July 2023 Association of National Advertisers (ANA), 4A's and Advertiser Perceptions report "The Cost of the Pitch." 329 US brand marketers and agency professionals were surveyed online during March 23-28, 2023.
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