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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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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