I’m often amazed with some of the reasons given to justify running surveys. More often than not, they happen either to reinforce a point of view, or simply because people don’t know what they’re doing, or where to look for the right answer. Or, they simply don’t want to accept the truth staring them in the face.
This is one of those surveys. Walk into any agency and have a look around. Have a look at the management team, the MD, the CEO. You’ll see that the survey is correct, but again, I’m not sure it was even needed in the first place.
The good thing is, the industry is going through a massive period of change, and that can only be a good thing, right?