About 3 in 4 marketers think that it’s somewhat 47% or very 31% important that the agency they hire specializes in their industry, per survey results [download page] from RSW/US. Luckily for agencies, though, the threshold for being considered an industry specialist is not too demanding. That is, roughly 6 in 10 marketers surveyed believe that an agency need only have 50% or less of their business focused on an industry in order to be considered a specialist. In fact, only 1 in 10 marketers said that agencies need to devote more than 75% of their business to a specific industry to be considered specialists.

via Most Marketers Have A Fairly Loose Definition Of Agency Specialization.