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RSW New Business Survey 2009

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A report into the effect of the recession on the ways in which client appoint, review and dismiss marketing communications agencies.

A report into the effect of the recession on the ways in which client appoint, review and dismiss marketing communications agencies.

Published in: Business, News & Politics

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  • 1. New Business Report 2009 The results of 150 senior marketing decision makers, surveyed in May 2009.
  • 2. RSW AgencyFinder is The New Business Intermediary. Our remit is twofold; • We help marketing agencies get their message in front of the clients they want to work with through telephone, digital, physical and social networking. • We help clients find the perfect-fit marketing agencies for their requirements through intelligent and rigorous match-making.
  • 3. In May 2009, RSW AgencyFinder surveyed 150 senior marketing decision makers from some of the UK’s biggest advertisers. We wanted to find out what effect the recession has had on the way in which they interact with, appoint and dismiss, their agencies. Here are the results, no waffle, no comments, no pitch; just the stats, you can make of them what you will.
  • 4. What type of marketing partners are you responsible for appointing? Digital Advertising 12% 15% Sales Promotion 5% Direct Marketing Public Relations 11% 16% Research 13% Integrated 8% Experiential / Field 4% Design 16%
  • 5. How often are you reviewing your agencies currently? Less frequently 18% More frequently 21% The same frequency as ever 61%
  • 6. What is the typical timescale between reviews? Only when unhappy 42 Every three years 6 Every two years 15 Every eighteen months 6 Every twelve months 40 Every six months 28 Every three months 9 0 5 10 15 20 25 30 35 40 45
  • 7. And when you review, how do you decide which agencies to consider for your LONG list? I put it out to tender 16% I ask other marketers I know for recommendations 29% I look through my files for the details of agencies who have approached me who sounded interesting I trawl the internet 26% 13% I use an intermediary I read through the trades 3% and look up those that seem interesting 13%
  • 8. And how many agencies do you usually first consider - NOT necessarily meet, but consider? More than thirty 3 Twenty one to thirty 0 Sixteen to twenty 2 Thirteen to fifteen 0 Ten to twelve 11 Seven to nine 38 Three to six 72 Fewer than three 19 0 10 20 30 40 50 60 70 80
  • 9. And how many do you then make contact with to find out whether they have what it takes to make your short list? More than fifteen 1 Thirteen to fifteen 1 Ten to twelve 2 Seven to nine 8 Three to six 88 Fewer than three 44 0 10 20 30 40 50 60 70 80 90 100
  • 10. And how many do you eventually ask to pitch? 80 73 70 60 50 48 40 30 20 10 5 8 0 4 One 2 Two Three 1 Four 1 Five Six Seven to ten More than ten
  • 11. If you have never used an intermediary, why not? 9 29 40 4 31 They always put forward the same old agencies I can't afford to My budget is of no interest to them I wouldn't want a leak, I hear they tell the press My industry is too specialist
  • 12. Is your marketing budget ... Larger than before the recession 13% Less than before the recession 52% The same as before the recession 35%
  • 13. Is your marketing budget ... Greater than before the recession as a percentage of sales 15% The same as before the recession as a percentage of sales 42% Less than before the recession as a percentage of sales 43%
  • 14. Tick the extent to which you agree with the following statements about your situation NOW compared with three years ago. - Tactical promotions are taking more of my budget Disagree 12% Agree 44% Neutral 44%
  • 15. Tick the extent to which you agree with the following statements about your situation NOW compare with three years ago. - Brand building is less important Agree 11% Neutral 21% Disagree 68%
  • 16. Tick the extent to which you agree with the following statements about your situation NOW compare with three years ago. - I pressurise agencies to demonstrate ROI Disagree 4% Neutral 27% Agree 69%
  • 17. Tick the extent to which you agree with the following statements about your situation NOW compare with three years ago. - I have fewer internal resources Disagree 24% Agree 52% Neutral 24%
  • 18. Tick the extent to which you agree with the following statements about your situation NOW compare with three years ago. - I am under more pressure to demonstrate ROI Disagree 7% Neutral 26% Agree 67%
  • 19. Tick the extent to which you agree with the following statements about your situation NOW compare with three years ago. - My company is confident about the future Disagree 5% Neutral 29% Agree 66%
  • 20. Have you noticed a signficant change in the number of approaches you are getting from marketing communications agencies over the last twelve months? Yes, significantly FEWER approaches 6% No, still the same more or less 36% Yes, significantly MORE approaches 58%
  • 21. We hope this has been useful to you. If you’re an agency seeking new clients or a client seeking a new agency, give us a call. +44 (0) 20 7603 2290 Ask to speak to Adam Whittaker if you’re an agency or Sam Reardon Smith if you’re a client.