RPA, the indie ad shop in Santa Monica responsible for ‘Farmers (Insurance) University,’ released a Cannes-ready study with USA Today addressing what seems to be the missing ingredient in agency-client relationships: Trust.
Its focus is what trust has to do with the creative process. In short, a good bit. Judy Vogel, vice president of research, Gannett Co., Inc., the parent company of USA Today, says:
“We believe everyone in the industry has a role to play in supporting more honest conversations between agencies and marketers.”
Findings after the jump.