among professionals at marketing organizations, creative agencies, and in-house departments
Supplementary notes
* The source adds that 1,034 professionals were surveyed across 54 countries. Out of that total, 237 were based in the United States, 261 in the United Kingdom, and 274 in Australia.
The source does not specify the survey type.
Multiple answers were possible.
Citation formats
Top idea assessment metrics for marketers, in-house, and creatives worldwide 2025
During a global survey published in 2025, most of the responding professionals at marketing organizations, creative agencies, and in-house departments included engaging for the target audience as a top criterion for evaluating ideas: Among in-house teams, the share stood at 50 percent; within respondents from marketing companies, it amounted to 51 percent; and, among participants working at creative agencies, it reached nearly 60 percent.
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MarketingCharts. (April 11, 2025). Leading criteria for evaluating ideas among marketers, in-house teams, and creative agencies worldwide as of March 2025 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 22, 2026, from /statistics/1620127/top-idea-evaluation-criteria-for-marketers-creatives/
MarketingCharts. "Leading criteria for evaluating ideas among marketers, in-house teams, and creative agencies worldwide as of March 2025." Chart. April 11, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 22, 2026. /statistics/1620127/top-idea-evaluation-criteria-for-marketers-creatives/
MarketingCharts. (2025). Leading criteria for evaluating ideas among marketers, in-house teams, and creative agencies worldwide as of March 2025. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 22, 2026. /statistics/1620127/top-idea-evaluation-criteria-for-marketers-creatives/
MarketingCharts. "Leading Criteria for Evaluating Ideas among Marketers, In-house Teams, and Creative Agencies Worldwide as of March 2025." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 11 Apr 2025, /statistics/1620127/top-idea-evaluation-criteria-for-marketers-creatives/
MarketingCharts, Leading criteria for evaluating ideas among marketers, in-house teams, and creative agencies worldwide as of March 2025 ÌÇÐÄÆƽâ°æ, /statistics/1620127/top-idea-evaluation-criteria-for-marketers-creatives/ (last visited July 22, 2026)
Leading criteria for evaluating ideas among marketers, in-house teams, and creative agencies worldwide as of March 2025 [Graph], MarketingCharts, April 11, 2025. [Online]. Available: /statistics/1620127/top-idea-evaluation-criteria-for-marketers-creatives/
