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IPA Questions ISBA Research That Labelled Agencies As 'Factories'

  • Campaign, Monday, November 17, 2014 6:19 AM

The IPA has questioned the data in an ISBA-commissioned study that found that creatively, brands consider agencies are like "factories" with the big names focusing on television. The IPA said the stats in the study -- which was carried out by the Advertising Research Centre --  are between six and nine months old and do not represent the full range of advertisers, given the low number of respondents. The research, which was commissioned by ISBA, presented findings from 93 surveys completed between February and April.

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