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MARCH 11, 2026 |
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Key stat: Creative quality is the top reason North American marketers pass on a new agency, cited by 55% of respondents, nearly 7 points ahead of category experience (48%), according to a December survey from RSW/US. |
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Beyond the chart: |
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Use this chart: Drop this in your next agency review or pitch debrief to show leadership where evaluations actually break down. Use the ranked list to pressure-test your agency's pitch against the top dealbreakers, and show your procurement or marketing ops team which criteria belong at the top of your scorecard. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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