A major industry reputation study has revealed Australian marketing services agencies are highly regarded among clients and that innovation, creativity and the workplace have been highlighted as the top three strengths of the Australian marketing communications industry.

In a benchmarking survey by agency industry bodies, the survey questioned clients, the general public, and agencies themselves and found that CMOs and CEOs placed most importance on creativity and innovation, followed by leadership and then business integrity. Agencies however had were found to have a different idea, listing leadership as the least important of the seven areas.

Source: The Communications Council and The Media Federation of Australia

The findings were released at a presentation by The Communications Council and The Media Federation of Australia (MFA), as part of a major industry reputation study developed by AMR Research to provide a benchmark for reputation progress.

Margaret Zabel, CEO of The Communications Council, and Sophie Madden, CEO of the MFA said in a statement: “As your industry bodies, it is a priority for us to promote the value of agencies and to offer insights and guidance to help raise the professionalism and profitability of agencies.  Our industry reputation is essential not only to our survival but critical to building trust and confidence with our clients (and broader stakeholders) which in turn has a direct and profound effect on our bottom line.”

Source: The Communications Council and The Media Federation of Australia