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What companies
consider when
choosing an
advertising agency

@97thFloor

97thFloor.com
Chris Bennett | CEO
@ChrisBennett

@97thFloor

97thFloor.com
1
2
3

Deciding Factors
Reasons for reviewing a new agency
Deciding factors made during
the presentation
Deciding Factors
(Data is % of Agencies asked)

Study from www.RSWUS.com
43%

of companies said
they considered

Agency
specialty
type
Tweet this
10%

of companies said
they considered

Awards won
29%

of companies said
they considered

Quality and
content of
agency
website
6%

of companies said
they considered

Search
engine
results
13%

of companies said
they considered

Info from
searches on
marketing
websites
21%

of companies said they considered

General unattributable
awareness
12%

of companies said they considered

Recommendation
from another
incumbent agency
10%

of companies said
they considered

Industry
trade body
38%

of companies said they considered

Advice or
recommendation
from a marketer
36%

of companies said they considered

Advice or recommendation
from a colleague
41%
of companies
said it was a

Timely
approach by
an agency
10%

of companies said they considered

Introductory service
27%

of companies had

Other reasons
DECIDING FACTORS
Agency specialty type
Awards won
Quality & content of
agency website
Search engine results
Info from sear...
How Many Agencies Were Considered?
Percentage of companies that looked into number of agencies

6% 1 agency

looked into

...
Reasons for
reviewing a new
agency
20%

of companies said it was because of an

Agency’s inability to manage
or control costs
17%

of companies said it was because of a

Worsening relationship
with agency team
28% Lack of proactivity
of companies said it was
40%

of companies said it
was because they were

Not happy with
strategy or thinking

Tweet this
37%

of companies said
it was because
they were

Not happy
with creative
17%

of companies said
it was because they

Wanted lots of
ideas for a
new project
3%

of companies said it was because of

Following the results
of an external audit
11%

of companies said
it was because of

Change of key
personnel at
agency
1%

of companies said
it was because of

Change of
agency
ownership
3%

of companies said it was because of

Personal policy after a
certain period
policy
8% Companyperiod after
a certain

of companies said it was because of
25%

of companies had

Other reasons
Deciding factors
made during the
presentation
40%

of companies said
they considered

Questions asked
by agency
72%

of companies said they considered

Creative presentation
2%

of companies said
they considered

Length of
presentation
28%

of companies said
they considered

Other clients
agency has
worked for
40%

of companies said they considered the

Agency’s planning process
17%

of companies said
they considered

Attendance of
the day-to-day
agency team
39%

of companies said
they considered the

Personality
of presenter
26%

of companies said
they considered the

Relevance of
case studies
60%

of companies said they considered an

Offering of something
fresh & new
63%

of companies said
they considered

Understanding
your company
direction
12%

of companies said
they considered the

Keeping to a
scheduled
appointment
77%

of companies said
they considered

Understanding
of your market

Tweet this
11% Other reasons
of companies had
Chris Bennett | CEO
Sources:
www.RSWUS.com
Lebron James: Keith Allison | Flickr
Times Square: Héctor de Pereda | Flickr
Bo...
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What Companies Consider When Choosing an Advertising Agency

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The major deciding factors companies consider when choosing an advertising agency.

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Transcript of "What Companies Consider When Choosing an Advertising Agency"

  1. 1. What companies consider when choosing an advertising agency @97thFloor 97thFloor.com
  2. 2. Chris Bennett | CEO @ChrisBennett @97thFloor 97thFloor.com
  3. 3. 1 2 3 Deciding Factors Reasons for reviewing a new agency Deciding factors made during the presentation
  4. 4. Deciding Factors (Data is % of Agencies asked) Study from www.RSWUS.com
  5. 5. 43% of companies said they considered Agency specialty type Tweet this
  6. 6. 10% of companies said they considered Awards won
  7. 7. 29% of companies said they considered Quality and content of agency website
  8. 8. 6% of companies said they considered Search engine results
  9. 9. 13% of companies said they considered Info from searches on marketing websites
  10. 10. 21% of companies said they considered General unattributable awareness
  11. 11. 12% of companies said they considered Recommendation from another incumbent agency
  12. 12. 10% of companies said they considered Industry trade body
  13. 13. 38% of companies said they considered Advice or recommendation from a marketer
  14. 14. 36% of companies said they considered Advice or recommendation from a colleague
  15. 15. 41% of companies said it was a Timely approach by an agency
  16. 16. 10% of companies said they considered Introductory service
  17. 17. 27% of companies had Other reasons
  18. 18. DECIDING FACTORS Agency specialty type Awards won Quality & content of agency website Search engine results Info from searches on marketing websites General unattributable awareness Recommendation from another incumben agency Industry trade body Advice or recommendation from a marketer Advice or recommendation from a colleague Timely approach by an agency Introductory service Other
  19. 19. How Many Agencies Were Considered? Percentage of companies that looked into number of agencies 6% 1 agency looked into 12% 3% looked into 10+ agencies 1% looked into 9 agencies looked into 2 agencies 2% 8 agencies looked into 8% looked into 6 agencies 39% 12% 5 agencies looked into looked into 3 agencies 17% 4 agencies looked into
  20. 20. Reasons for reviewing a new agency
  21. 21. 20% of companies said it was because of an Agency’s inability to manage or control costs
  22. 22. 17% of companies said it was because of a Worsening relationship with agency team
  23. 23. 28% Lack of proactivity of companies said it was
  24. 24. 40% of companies said it was because they were Not happy with strategy or thinking Tweet this
  25. 25. 37% of companies said it was because they were Not happy with creative
  26. 26. 17% of companies said it was because they Wanted lots of ideas for a new project
  27. 27. 3% of companies said it was because of Following the results of an external audit
  28. 28. 11% of companies said it was because of Change of key personnel at agency
  29. 29. 1% of companies said it was because of Change of agency ownership
  30. 30. 3% of companies said it was because of Personal policy after a certain period
  31. 31. policy 8% Companyperiod after a certain of companies said it was because of
  32. 32. 25% of companies had Other reasons
  33. 33. Deciding factors made during the presentation
  34. 34. 40% of companies said they considered Questions asked by agency
  35. 35. 72% of companies said they considered Creative presentation
  36. 36. 2% of companies said they considered Length of presentation
  37. 37. 28% of companies said they considered Other clients agency has worked for
  38. 38. 40% of companies said they considered the Agency’s planning process
  39. 39. 17% of companies said they considered Attendance of the day-to-day agency team
  40. 40. 39% of companies said they considered the Personality of presenter
  41. 41. 26% of companies said they considered the Relevance of case studies
  42. 42. 60% of companies said they considered an Offering of something fresh & new
  43. 43. 63% of companies said they considered Understanding your company direction
  44. 44. 12% of companies said they considered the Keeping to a scheduled appointment
  45. 45. 77% of companies said they considered Understanding of your market Tweet this
  46. 46. 11% Other reasons of companies had
  47. 47. Chris Bennett | CEO Sources: www.RSWUS.com Lebron James: Keith Allison | Flickr Times Square: Héctor de Pereda | Flickr Boxing: familymwr | Flickr Toy story: TooMuchDew | Flickr Sue Sylvester: Loren Javier | Flickr @ChrisBennett 97thFloor.com @97thFloor
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