The top 3 things CEOs and CMOs want from their agency according to a survey by the Communications Council are:

1. Innovation and creativity

2. Leadership

3. Integrity

Funnily enough, the leaders of agencies put Leadership last.

Which could explain why three quarters of CEOs don't value marketers at the board level.

I wonder if this is a reflection of the transaction based relationships most agencies seem to be stuck in today. Whatever happened to “fearless advice”. It's what most left brain business managers want from right brain agency creative thinkers. Creative thought leadership is where agencies add value, not servile account management.

Perhaps it’s a consequence of a co-dependent relationship between ignorant brand managers and subservient suppliers. Meanwhile the smart business leaders appreciate the real value to be added is at the board level, with lateral and entrepreneurial advisors from outside their organisation helping them challenge traditional business models.