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Agency productivity report 2018

In collaboration with the Agency Management Institute (AMI), the 2018 Agency Productivity Report is based on over 400 responses to our online North American survey that targeted creative agencies and internal marketing teams. Designed to uncover the main barriers to effective project management, productivity and profitability, we broke down stages of the creative process to understand where problems arise. As a result, we now have a far better understanding of how poor project planning can result in strained client communication, differing expectations, and the over-servicing of clients.

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Agency
Productivity
Report
Identify Barriers to Productivity,
Time Management and Budgeting
2018
Function Point in partnership with the
Agency Management Institute conducted a
web-based survey of over 400 North
American respondents working for creative
agencies and internal marketing teams. The
survey was fielded from November 2017
through to mid-January 2018.
The primary objective of the research was to
expand industry-based knowledge on key
drivers and barriers to productivity within
creative teams and to provide insights and
best practices from industry leaders.
2018 Agency
Productivity Report
Overview
+
Meet Our Survey
Respondents
Demographics
45.3%
26.6%
What best describes your role?
C-level
Management
28.1% Other
How many projects per year does
your team complete?
0-249
250-500
500-999
1000-1999
2000-2999
3000 +
42%
26%
15%
10%
5%
3%
91.7%
Less Than 10 People
Reporting to Them
68.5%
Less Than 5 People
Reporting to Them
What best describes your role?
How many projects per year does your
team complete?
Of Team Leads:
Survey Respondents:
400 + Total Respondents
75%
21%
US
Canada
4% Other
Over-Servicing
& Time Management
Their team’s time tracking
= Somewhat or not at
all accurate.
44.1% of respondents:
Insights
Where are creatives spending their time?
Billable Tasks
68.2%
Administrative Tasks
7.1%
50/50
24.7%
The difficulty with over-
servicing is that the client
begins to expect that level
of service, even if it’s beyond
what they’re paying for. It
becomes very challenging to
realign expectations later on
- Brand Manager
“
Are over-servicing clients
by 50% or more.
67% of creative teams:
48.5%
Say there are no
repercussions for:
Over-Servicing
Hurdles to Client
Communication
Insights
What was the biggest barrier affecting
communication with clients for your
team in 2017?
One of the worst consequences of
incomplete or misleading briefs is the
psychological toll on our team.There
is much hand-wringing, second
guessing, frustration and mental
energy that is applied to things that
are not productive.
- Account Manager
“
Clients not
providing accurate or
comprehensive briefs.
35.8%
32.2%
17.4%
Clients changing
their minds.
Project team members
not understanding
requirements.
Ineffective communication
= Greatest barrier to
agency productivity.
68.8% of respondents:
Precision Quoting,
Budgeting & Retainers
Insights
Were most of your projects
profitable in 2017?
55.9%
30% Are Not Using
Retainers
Of Respondents have:
Of Clients
Using Retainers
18.2%Of Respondents:
Yes
65%
No
7%
Don’t Know
28%
The client changing
their mind.
Not having enough
information on
project scope.
Differing expectations
about work involved.
38.9%
46.1%
46.3%
The top 3 challenges to accurately
quoting clients were:

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Agency productivity report 2018

  • 1. Agency Productivity Report Identify Barriers to Productivity, Time Management and Budgeting 2018
  • 2. Function Point in partnership with the Agency Management Institute conducted a web-based survey of over 400 North American respondents working for creative agencies and internal marketing teams. The survey was fielded from November 2017 through to mid-January 2018. The primary objective of the research was to expand industry-based knowledge on key drivers and barriers to productivity within creative teams and to provide insights and best practices from industry leaders. 2018 Agency Productivity Report Overview +
  • 3. Meet Our Survey Respondents Demographics 45.3% 26.6% What best describes your role? C-level Management 28.1% Other How many projects per year does your team complete? 0-249 250-500 500-999 1000-1999 2000-2999 3000 + 42% 26% 15% 10% 5% 3% 91.7% Less Than 10 People Reporting to Them 68.5% Less Than 5 People Reporting to Them What best describes your role? How many projects per year does your team complete? Of Team Leads: Survey Respondents: 400 + Total Respondents 75% 21% US Canada 4% Other
  • 4. Over-Servicing & Time Management Their team’s time tracking = Somewhat or not at all accurate. 44.1% of respondents: Insights Where are creatives spending their time? Billable Tasks 68.2% Administrative Tasks 7.1% 50/50 24.7% The difficulty with over- servicing is that the client begins to expect that level of service, even if it’s beyond what they’re paying for. It becomes very challenging to realign expectations later on - Brand Manager “ Are over-servicing clients by 50% or more. 67% of creative teams: 48.5% Say there are no repercussions for: Over-Servicing
  • 5. Hurdles to Client Communication Insights What was the biggest barrier affecting communication with clients for your team in 2017? One of the worst consequences of incomplete or misleading briefs is the psychological toll on our team.There is much hand-wringing, second guessing, frustration and mental energy that is applied to things that are not productive. - Account Manager “ Clients not providing accurate or comprehensive briefs. 35.8% 32.2% 17.4% Clients changing their minds. Project team members not understanding requirements. Ineffective communication = Greatest barrier to agency productivity. 68.8% of respondents:
  • 6. Precision Quoting, Budgeting & Retainers Insights Were most of your projects profitable in 2017? 55.9% 30% Are Not Using Retainers Of Respondents have: Of Clients Using Retainers 18.2%Of Respondents: Yes 65% No 7% Don’t Know 28% The client changing their mind. Not having enough information on project scope. Differing expectations about work involved. 38.9% 46.1% 46.3% The top 3 challenges to accurately quoting clients were:
  • 7. How Tech is Improving Productivity Insights Enabling Remote Working: Increase in ability to meet deadlines. 64.5% Since implementing project management software: Saw a ROI after implementing project management software. 90.7% of agencies Saw increase in productivity after implementing project management software. 74.9% of respondents: Task Management Time Tracking Project Budgeting 74.8% 70.5% 39.4% Most valued project management software features for increasing productivity are:
  • 8. Download the full report for more key insights. All information is based on the 2018 Agency Productivity Survey conducted 2017-2018 among 400+ respondents. functionpoint.com info@functionpoint.com @functionpoint 1.877.731.2522 Agency Productivity Report
  • 9. Function Point’s project management software alleviates the chaotic nature of operating creative agencies, internal marketing teams and professional service firms. Used by over 9000 customers across the world, the all-in-one solution helps teams connect each stage of project management. We strive to deliver intuitive software solutions and unsurpassed customer service. Our goal is to make productivity more personable; to warm it up and give it a heartbeat. As a customer-funded business, we treat each of our customers as our partners. Because their success is our success. A Partnership in Productivity Agency Management Institute recognizes that most agency owners are accidental business owners. They’re brilliant at serving clients but need support and agency-centric best practices to run and grow smart and profitable businesses. AMI serves privately owned agencies through their Build A Better Agency podcast, owner peer groups, live and on demand workshops and coaching programs. AMI’s approach to agency consulting/education is holistic, borne from 30 years in the industry and their exposure to over 250 agencies every year.