Survey suggests marketers and agencies need to improve trust

06/20/2014 | MediaPost Communications

Marketing executives believe agencies are most effective when they can be trusted, but most marketers and agencies say they don't agree on business goals, perceived skills or definitions of creativity, according to a survey from rpa and USA Today. Tips offered by the survey to bridge this gap include more interpersonal communication, working together to define the role of creativity and a greater focus by agencies on the business side.

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