Ad agencies' performance and role in providing communication services in Chile, Japan, and the United States

This study explores the relative importance of selected criteria in evaluat ing ad agency performance and the role which agencies play in providing mar keting communication services of both a within-country and among-country na ture. Findings are based on a survey of advertising executives working in m ajor consumer/service organizations in the three countries. Criteria to eva luate agency performance included 13 subjects from "creative flair" to "inv olvement of top management." The role which ad agencies play in providing m arketing communication services was determined by the extent to which each of five services was sourced in-house, from the agency, or from some other outside source. Results indicated that perceptions were by no means uniform . More similarities existed, however, among managers in Chile and the Unite d States than in Japan. Outcomes are discussed in considerable detail.