So what?
If you can’t answer this, junk it and start over.

Account people should know their clients like the back of their hand. It makes their communications plan a whole lot tighter.

Do field trips. Meet your client’s customers, travel with the salespeople.
Live a little in the client’s work space. Walk the corridors, eat at their haunts, see how they work.
Spend quality time with them. Get to know them outside of their workspace. How about a meal?
Know the trade. Reap more knowledge about their industry, check their webbies, Google them up once a month. Keep and eye on the enemy. Quarterly, provide …

Agencies are places where the water tanks are laced with adrenaline. A client’s phone call is met with a scuttling of little feet, yes - much like roaches when you suddenly turn on the kitchen lights.
In the midst of the scurry and hurry to write something down, the springing into action, and organizing a team and whacking up a budget, sometimes the whole point is lost.
The point :  WHAT DO YOU WANT THIS CAMPAIGN TO ACHIEVE?
The client and agency should always agree to start every campaign with either all or …

Well, it does.
Option A : A large, well-known, brand name agency with a long term track record of success.
Option B : A small, relatively unknown firm with a short track record.
Let’s say both performs well. How do you make a choice?
Option A if :

You need ice-breakers at those corporate cocktails
You like your account managers to change every season
You like to brag on how much you spend on your PR people - somehow “I only spent a 120 big ones on my PR is not as glamorous as saying I spent …