Today I found some interesting tips how important good strategic thinking might be. Of course, the benefits of an excellent strategic mind and / or strategy knowledge are unquestioned. However, according to a recent study, strategic knowledge has become number one criteria for advertising agencies to be invited and number two criteria to be chosen.

Here are the top 5 criteria for inviting an advertising agency:

• Strategic brand thinking
• Good market experience
• Integrated communication from one source
• Creative campaigns
• Former successful co-operation

Opposite to this, the criteria for selection of an agency are slightly different

• Creative campaigns
• Strategic brand thinking
• Impression / Feeling, that the chemistry is right
• Good understanding of the market
• Convincing team

Hence I would like to argue, that strategic brand thinking and a good understanding of the market are the major criteria. How about your agency?