Reasons for choosing one agency over another...

Examining the reasons for choosing one agency over another, the study (pdf) found that though “chemistry” and “strength of creative work” scored highly, as might be expected, so did “quality customer insights.” Respondents ranked the various factors as follows:

1. Quality customer insights
2. Chemistry
3. Creative work
4.  Service level / response to needs ongoing
5. Cost control
6. Innovative / strategic thinking
7. Case for ROI
8. Client list
9. Strict adherence to brief
10. Seniority of account team
11. Location
12. Size

http://www.marketingcharts.com/direct/study-agencies-size-matters-little-to-marketers-1288/