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The results of 155 senior marketing decision makers, surveyed in March 2010. New New Business Report 2010 Report 2010
The results of 155 senior marketing decision makers, surveyed in March 2010.
New New Business Report 2010 Report 2010
The most likely reason for an agency to be reviewed is client service level, with 80 out of 155 marketers saying it is the most likely reason, with creative stagnation coming in second.
20% of marketers were approached by their agency, with 32% being introduced by another person, 30% being introduced by an intermediary and 18% found their agency by themselves.
85% of marketing managers and directors NEVER meet other agencies if they are happy with their incumbent.
When unhappy with their incumbent, about half of marketers meet with more than half a dozen other agencies before calling a review with the other half calling a review immediately.
But on the plus side, if unhappy, most marketers (70%) give their agency a few months to sort the problem out before reviewing them. But about 10% call a review IMMEDIATELY if their agency scres up.
Once again, despite what agencies tell us, the majority of clients (77%) insist that they ask three or fewer agencies to pitch.
By far the most effective way for agencies to market themselves is through making tailored approaches by telephone, letter and email.
63% of clients say that an agencies website is either important and VERY important when deciding who to invite to pitch. So please, take a look at yours and ask yourself this very simple question. Does it make life easy for a client looking for an agency?
And 80% decided whether to meet with an agency before deciding who to invite to prior after having reviewed the quality of an agencies output based upon the work shown on their website.
30% (!) of clients admitted that luck (the agency happened to call at the right time) was either a n important or a very important factor when deciding who to meet prior to inviting agencies to pitch.
More than 80% of clients make their first cut based upon hygiene factors. So don’t go on about your agency culture too much at the outset. It makes little difference.
Almost EVERYONE agreed that the professionalism of the presenter was important or very important when deciding who to invite to pitch with pretty much everyone also agreeing that chemistry was equally important
And finally, surprise surprise, the most important factor when deciding which agency to appoint is …
The quality of the suggested creative route!
Which factors are most likely to prompt a review of your agency
57
125
122
132
83
62
0 20 40 60 80 100 120 140
Long list
Credentials presentations /initial meetings
Short list
Creative pitch
Visit the agencies
Procurement
Which of the stages do you go through when appointing a new agency?
How did you FIRST meet the last agency you appointed?
They approached me20%
I hunted them down18%
We were introduced through an intermediary
30%
Another person introduced us
32%
How did you FIRST meet the agency you most recently appointed?
In an average month (i.e. when happy with your agency), how many other agencies do you meet with each month?
19 1
131
0
20
40
60
80
100
120
140
none half a dozen or so more than ten
When happy with your incumbent, how many other agencies do you meet with each month?
When unhappy with your agency, how many other agencies do you meet with before deciding whether to review?
6
76
70
0
10
20
30
40
50
60
70
80
None I just call a review half a dozen or so more than ten but less than twenty
When unhappy with your incumbent, how many agencies do you meet prior to deciding whether to review?
If you are unhappy with your agency, how long are you willing to give the agency to rectify whatever has made you unhappy before formally reviewing?
1311
20
87
21
0
10
20
30
40
50
60
70
80
90
100
no time I reviewimmediately
a couple of weeks a month one to three months more than threemonth
If you are unhappy with your agency, how long do you give them to rectify the problem before calling a review?
How many agencies do you at first consider when reviewing your incumbent?
18
101
26
3
3
0 20 40 60 80 100 120
I don''t I use an intermediary
six or fewer
six to ten
ten to fifteen
more than thirty
How many agencies do you at first consider when reviewing your incumbent?
And how many are then selected for your short list?
117
31
2
1
0 20 40 60 80 100 120 140
three or fewer
four to six
seven to ten
eleven to twenty
And how many are then selected for your short list?
0
10
20
30
40
50
60
70
80
Very effective Quite effective Neutral Not very effective Ineffective
Tailored approaches PR Advertising Search Marketing
How effective do you think the following methods of business development are for marketing communications agencies
How important do you feel the following selection criteria are when deciding who to meet for preliminary meetings prior to deciding who to select to pitch. - Hygiene factors, i.e location, sector
knowledge, size etc.
52
83
15
1
0
10
20
30
40
50
60
70
80
90
Very important Important Not too important Unimportant
How important do you feel the following selection criteria are when deciding who to meet for preliminary meetings prior to deciding who to select to pitch. - Hygiene factors, i.e location, sector knowledge, size etc.
How important do you feel the following selection criteria are when deciding who to meet for preliminary meetings prior to deciding who to select to pitch. - Reputation
Important42%
Very important48%
Unimportant1%
Not too important9%
How important do you feel the following selection criteria are when deciding who to meet for preliminary meetings prior to deciding who to select to pitch. - Reputation
How important do you feel the following selection criteria are when deciding who to meet for preliminary meetings prior to deciding who to select to pitch. - Website design and usability
15
82
49
3
0 10 20 30 40 50 60 70 80 90
Very important
Important
Not too important
Unimportant
How important do you feel the following selection criteria are when deciding who to meet for preliminary meetings prior to deciding who to select to pitch. - Website design and usability
How important do you feel the following selection criteria are when deciding who to meet for preliminary meetings prior to deciding who to select to pitch. - Luck! if they contact me at the right
time then get a look-in
Not too important36%
Important40%
Very important6%Unimportant
18%
How important do you feel the following selection criteria are when deciding who to meet for preliminary meetings prior to deciding who to select to pitch. - Luck! if they contact me at the right time then get a look-in
How important do you feel the following selection criteria are when deciding who to meet for preliminary meetings prior to deciding who to select to pitch. - Quality of creative work seen on
website
3
27
76
45
0
10
20
30
40
50
60
70
80
Very important Important Not too important Unimportant
How important do you feel the following selection criteria are when deciding who to meet for preliminary meetings prior to deciding who to select to pitch. - Quality of creative work seen on website
How important do you feel the following selection criteria are when deciding who to select to pitch. - Hygiene factors, i.e location, sector knowledge, size etc.
46
78
26
0
0 10 20 30 40 50 60 70 80 90
Very important
Important
Not too important
Unimportant
How important do you feel the following selection criteria are when deciding who to select to pitch. - Hygiene factors, i.e location, sector knowledge, size etc.
How important do you feel the following selection criteria are when deciding who to select to pitch. - Reputation
Important50%
Very important32%
Unimportant2%
Not too important16%
How important do you feel the following selection criteria are when deciding who to select to pitch. - Reputation
How important do you feel the following selection criteria are when deciding who to select to pitch. - Professionalism of presentation
570
2
92
0
10
20
30
40
50
60
70
80
90
100Very important
Important
Not too important
Unimportant
How important do you feel the following selection criteria are when deciding who to select to pitch. - Professionalism of presentation
How important do you feel the following selection criteria are when deciding who to select to pitch. - Chemistry
Important31%
Very important65%
Not too important3% Unimportant
1%
How important do you feel the following selection criteria are when deciding who to select to pitch. - Chemistry
How important do you feel the following selection criteria are when deciding who to select to pitch. - Quality of creative work shown and explanation
11
34
115
0
20
40
60
80
100
120
140
Very important Important Not too important Unimportant
How important do you feel the following selection criteria are when deciding who to select to pitch. - Quality of creative work shown and explanation
How important do you feel the following selection criteria are when deciding who to appoint. - Hygiene factors, i.e location, sector knowledge, size etc.
Important51%
Very important31%
Unimportant1%
Not too important17%
How important do you feel the following selection criteria are when deciding who to appoint. - Hygiene factors, i.e location, sector knowledge, size etc.
How important do you feel the following selection criteria are when deciding who to appoint. - Reputation
54 54
35
8
0
10
20
30
40
50
60
Very important Important Not too important Unimportant
How important do you feel the following selection criteria are when deciding who to appoint. - Reputation
How important do you feel the following selection criteria are when deciding who to appoint. - Professionalism of presentation
0
3
56
92
0
10
20
30
40
50
60
70
80
90
100
Very important Important Not too important Unimportant
How important do you feel the following selection criteria are when deciding who to appoint. - Professionalism of presentation
How important do you feel the following selection criteria are when deciding who to appoint. - Chemistry
114
34
1
0
0 20 40 60 80 100 120
Very important
Important
Not too important
Unimportant
How important do you feel the following selection criteria are when deciding who to appoint. - Chemistry
How important do you feel the following selection criteria are when deciding who to appoint. - The solution proffered
Very important81%
Important18%
Not too important1% Unimportant
0%
How important do you feel the following selection criteria are when deciding who to appoint. - The creative solution suggested
