RSW New Business Report 2010

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This years RSW report into the reasons why clients review their agencies and how they go about the process.

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RSW New Business Report 2010

  1. 1. New Business Report 2010 The results of 155 senior marketing decision makers, surveyed in March 2010.
  2. 2. 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.
  3. 3. 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!
  4. 4. Which factors are most likely to prompt a review of your agency
  5. 5. Which of the stages do you go through when appointing a new agency?
  6. 6. How did you FIRST meet the agency you most recently appointed?
  7. 7. When happy with your incumbent, how many other agencies do you meet with each month?
  8. 8. When unhappy with your incumbent, how many agencies do you meet prior to deciding whether to review?
  9. 9. If you are unhappy with your agency, how long do you give them to rectify the problem before calling a review?
  10. 10. How many agencies do you at first consider when reviewing your incumbent?
  11. 11. And how many are then selected for your short list?
  12. 12. How effective do you think the following methods of business development are for marketing communications agencies
  13. 13. 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.
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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.
  19. 19. How important do you feel the following selection criteria are when deciding who to select to pitch. - Reputation
  20. 20. How important do you feel the following selection criteria are when deciding who to select to pitch. - Professionalism of presentation
  21. 21. How important do you feel the following selection criteria are when deciding who to select to pitch. - Chemistry
  22. 22. How important do you feel the following selection criteria are when deciding who to select to pitch. - Quality of creative work shown and explanation
  23. 23. How important do you feel the following selection criteria are when deciding who to appoint. - Hygiene factors, i.e location, sector knowledge, size etc.
  24. 24. How important do you feel the following selection criteria are when deciding who to appoint. - Reputation
  25. 25. How important do you feel the following selection criteria are when deciding who to appoint. - Professionalism of presentation
  26. 26. How important do you feel the following selection criteria are when deciding who to appoint. - Chemistry
  27. 27. How important do you feel the following selection criteria are when deciding who to appoint. - The creative solution suggested

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