This statistic displays some of the key factors that contribute to the selection of an advertising agency, based on the results of a survey of CMOs and marketing executives carried out in November 2013. Out of 1,850 respondents, 68 percent said that the chemistry with the proposed agency team was a crucial factor in selecting an agency.
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Key factors that contributed to selecting an advertising agency as of November 2013
Characteristic
Share of respondents
"Chemistry" with the proposed agency team
68%
The belief that the creative presented is likely to be a "Big Idea"
62%
An agency's ability to manage messages across channels
56%
0%10%20%30%40%50%60%70%80%
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Forbes. (December 4, 2013). Key factors that contributed to selecting an advertising agency as of November 2013 [Graph]. In Statista. Retrieved July 05, 2025, from https://www.statista.com/statistics/298395/key-factors-in-selecting-an-advertising-agency/
Forbes. "Key factors that contributed to selecting an advertising agency as of November 2013." Chart. December 4, 2013. Statista. Accessed July 05, 2025. https://www.statista.com/statistics/298395/key-factors-in-selecting-an-advertising-agency/
Forbes. (2013). Key factors that contributed to selecting an advertising agency as of November 2013. Statista. Statista Inc.. Accessed: July 05, 2025. https://www.statista.com/statistics/298395/key-factors-in-selecting-an-advertising-agency/
Forbes. "Key Factors That Contributed to Selecting An Advertising Agency as of November 2013." Statista, Statista Inc., 4 Dec 2013, https://www.statista.com/statistics/298395/key-factors-in-selecting-an-advertising-agency/
Forbes, Key factors that contributed to selecting an advertising agency as of November 2013 Statista, https://www.statista.com/statistics/298395/key-factors-in-selecting-an-advertising-agency/ (last visited July 05, 2025)
Key factors that contributed to selecting an advertising agency as of November 2013 [Graph], Forbes, December 4, 2013. [Online]. Available: https://www.statista.com/statistics/298395/key-factors-in-selecting-an-advertising-agency/
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