Post on 14-Sep-2014
description
What companies consider when choosing an advertising agency
97thFloor.com@97thFloor
97thFloor.com@97thFloor
Chris Bennett | CEO @ChrisBennett
Deciding Factors
Reasons for reviewing a new agency
Deciding factors made during the presentation
123
Agency specialty type
43%of companies said they considered
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Awards won
10%of companies said they considered
Quality and content of agency website
29%of companies said they considered
Search engine results
6%of companies said they considered
Info from searches on marketing websites
13%of companies said they considered
General unattributable awareness
21%of companies said they considered
Recommendation from another incumbent agency
12%of companies said they considered
Industry trade body
10%of companies said they considered
Advice or recommendation from a marketer
38%of companies said they considered
Advice or recommendation from a colleague
36%of companies said they considered
Timely approach by an agency
41%of companies said it was a
Introductory service
10%of companies said they considered
Other reasons
27%of companies had
Agency specialty type
Awards wonQuality & content of
agency website
Search engine results
Info from searches onmarketing websites
General unattributableawareness
Recommendation fromanother incumben agency
Industry trade body
Advice or recommendationfrom a marketer
Advice or recommendationfrom a colleague
Timely approach byan agency
Introductory service
Other
DECIDING FACTORS
Percentage of companies that looked into number of agencies
How Many Agencies Were Considered?
39%looked into 3 agencies
12%looked into 2 agencies
6% looked into 1 agency
3% looked into 10+ agencies
17% looked into 4 agencies
12% looked into 5 agencies
8%looked into 6 agencies
2% looked into 8 agencies
1%looked into 9 agencies
Reasons for reviewing a new agency
Agency’s inability to manage or control costs
20%of companies said it was because of an
Worsening relationship with agency team
17%of companies said it was because of a
Lack of proactivity28% of companies said it was
Not happy with strategy or thinking
40%of companies said it was because they were
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Not happy with creative
37%of companies said it was because they were
Wanted lots of ideas for a new project
17%of companies said it was because they
Following the results of an external audit
3%of companies said it was because of
Change of key personnel at agency
11%of companies said it was because of
Change of agency ownership
1%of companies said it was because of
3%Personal policy after a certain period
of companies said it was because of
Company policy after a certain period
8% of companies said it was because of
Other reasons
25%of companies had
Deciding factors made during the presentation
Questions asked by agency
40%of companies said they considered
Creative presentation
72%of companies said they considered
Length of presentation
2%of companies said they considered
Other clients agency has worked for
28%of companies said they considered
Agency’s planning process
40%of companies said they considered the
Attendance of the day-to-day agency team
17%of companies said they considered
Personality of presenter
39%of companies said they considered the
Relevance of case studies
26%of companies said they considered the
Offering of something fresh & new
60%of companies said they considered an
Understanding your company direction
63%of companies said they considered
Keeping to a scheduled appointment
12%of companies said they considered the
Understanding of your market
77%of companies said they considered
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Other reasons11% of companies had
97thFloor.com @97thFloor
Sources:www.RSWUS.com Lebron James: Keith Allison | FlickrTimes Square: Héctor de Pereda | FlickrBoxing: familymwr | FlickrToy story: TooMuchDew | FlickrSue Sylvester: Loren Javier | Flickr
Chris Bennett | CEO @ChrisBennett