For over ten years, RCG has evaluated the cultures of clients and agencies to help clients leverage this important aspect of their marketing efforts. Why? Because RCG believes that the cultural compatibility and awareness of the cultural differences between client and agency is the greatest predictor of relationship success.

Leading marketers are always looking for an edge; it's a competitive advantage to have your company's cultural road map align with your vendors' approaches to doing business.

In order to measure and understand clients and agencies' cultures, RCG developed a proprietary tool called CultureScans® Profile. This card sort exercise is used in several of RCG’s services and is especially useful within the context of an agency search or performance evaluation.

The end result is a clear picture of the cultural similarities and differences that exist between potential or existing client-agency partnerships.

Over the years, RCG has compiled CultureScans® Profiles for over 150 advertising, direct marketing and promotions agencies of all sizes and geographic locations. This comprehensive database is often used to understand an individual agency's culture against a broader cultural picture.