Jack-in-the-Box wanted fast food experience. Roundy’s wanted grocery experience. Mercy Health wanted hospital experience. Motorola wanted durable goods/B2B experience. Name your category and marketers all feel the same Without some meaningful knowledge of a marketer’s category, it’s tougher for an agency to jump in and move quickly (and thoughtfully). In our most recent survey, 88% of marketers stated that they want an agency to have experience in their category. Only 45% felt that an agency had to have over 50% of their agency committed to the marketer’s category in order for it to be “expert” in their space.