The report claims that too many firms in the advertising and marketing sector "fail to live up top their promises" and urges clients to better question their relationship with agencies.
These questions include urging clients to ask, "does your agency listen to your advice, or advise you to listen to them?"
Other question posed by Henrion Ludlow Schmidt include "does your agency like to think then act, or act like they are thinking?"; "Does your agency ask to be rewarded by results, or do they hope the result is an award?"; and "Does your agency know how to mind its own business, let alone yours?"
The consultancy also says firms should ask "Does your agency listen to your advice, or advise you to listen to them?"
The report is part of the firm's argument in favour of what it terms, "media-neutral brand positioning".
Alec Rattray, Henrion Ludlow Schmidt director of consultancy, said: "Most communications-based agencies claim to be at the centre of the plate in helping companies to manage their brands - but nearly all have a vested interest in solving the problem through advertising or direct marketing, rather than media neutral brand positioning, making their advice suspect."
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