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Businesses expect the marketing and advertising agencies they employ to do a bit of everything, from properly understanding current objectives to presenting ideas and solutions beyond the conventional, according to a recent report from Domus and Harris Interactive.

Asked about the importance of various qualities agencies can have, most executives at large companies rated each of the 11 options presented as being important.

Three qualities in particular were considered extremely important by a majority or near-majority of those surveyed: Understanding the client's business objectives, being aligned with those objectives, and constantly thinking about the client's needs.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji