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

1. What companies
consider when
choosing an
advertising agency
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2. Chris Bennett | CEO
@ChrisBennett
@97thFloor
97thFloor.com

3. 1
2
3
Deciding Factors
Reasons for reviewing a new agency
Deciding factors made during
the presentation

4. Deciding Factors
(Data is % of Agencies asked)
Study from www.RSWUS.com

5. 43%
of companies said
they considered
Agency
specialty
type
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6. 10%
of companies said
they considered
Awards won

7. 29%
of companies said
they considered
Quality and
content of
agency
website

8. 6%
of companies said
they considered
Search
engine
results

9. 13%
of companies said
they considered
Info from
searches on
marketing
websites

10. 21%
of companies said they considered
General unattributable
awareness

11. 12%
of companies said they considered
Recommendation
from another
incumbent agency

12. 10%
of companies said
they considered
Industry
trade body

13. 38%
of companies said they considered
Advice or
recommendation
from a marketer

14. 36%
of companies said they considered
Advice or recommendation
from a colleague

15. 41%
of companies
said it was a
Timely
approach by
an agency

16. 10%
of companies said they considered
Introductory service

17. 27%
of companies had
Other reasons

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. 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. Reasons for
reviewing a new
agency

21. 20%
of companies said it was because of an
Agency’s inability to manage
or control costs

22. 17%
of companies said it was because of a
Worsening relationship
with agency team

23. 28% Lack of proactivity
of companies said it was

24. 40%
of companies said it
was because they were
Not happy with
strategy or thinking
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25. 37%
of companies said
it was because
they were
Not happy
with creative

26. 17%
of companies said
it was because they
Wanted lots of
ideas for a
new project

27. 3%
of companies said it was because of
Following the results
of an external audit

28. 11%
of companies said
it was because of
Change of key
personnel at
agency

29. 1%
of companies said
it was because of
Change of
agency
ownership

30. 3%
of companies said it was because of
Personal policy after a
certain period

31. policy
8% Companyperiod after
a certain
of companies said it was because of

32. 25%
of companies had
Other reasons

33. Deciding factors
made during the
presentation

34. 40%
of companies said
they considered
Questions asked
by agency

35. 72%
of companies said they considered
Creative presentation

36. 2%
of companies said
they considered
Length of
presentation

37. 28%
of companies said
they considered
Other clients
agency has
worked for

38. 40%
of companies said they considered the
Agency’s planning process

39. 17%
of companies said
they considered
Attendance of
the day-to-day
agency team

40. 39%
of companies said
they considered the
Personality
of presenter

41. 26%
of companies said
they considered the
Relevance of
case studies

42. 60%
of companies said they considered an
Offering of something
fresh & new

43. 63%
of companies said
they considered
Understanding
your company
direction

44. 12%
of companies said
they considered the
Keeping to a
scheduled
appointment

45. 77%
of companies said
they considered
Understanding
of your market
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46. 11% Other reasons
of companies had

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
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