Agency Insights 2008
Niall McKinney
Managing Director and Founder of UTM
Objectives of research
To find out the process that marketers go through when looking for an agency
To understand the influences on them at different points in the processes they go through
To identify opportunities for agencies to more effectively target potential clients
Quantitative results
Methodology
Self completion questionnaire sent to those identified as clients on the UTM database
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Advertised on the site and on the newsletter
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133 responses>
Compiling Long Lists
• Online is extremely important• The primary research tool when considering an
agency• Awards lists unimportant – hard to find / access
3.0%
31.1%
33.3%
38.5%
42.2%
Look at awards list
Search on Google
Look at agencies work on website
Browse marketing relating websites
Speak to colleague / friends
Which of the following activities are important when you compile a long listfor selecting your next agency?
Trade media usageWhat trade media do you read when researching potential agencies?
9.0%
11.6%
17.2%
17.9%
43.3%
53.7%
Marketing Week
Creative Match
Brand Republic
UTalkMarketing
MAD
AAR
• UTM has more agency content: case studies, ads than any other website
• Was designed for client side marketers specifically• After UTM, Brand Republic outperform rest of market significantly
Use of pitch consultantsWhen employing a new agency, do you use a pitch consultant?
45.1%
46.6%
8.3%
Never
Sometimes
Always
• Use of pitch consultants markedly greater by respondents with larger budget
• Focused on media and then advertising agency pitches
Short listingWhich of the following activities are important when compiling a shortlist
for a pitch?
17.0%
25.2%
29.6%
32.6%
35.6%
38.5%
Offline trade press reports
Perception of agencies strategic ability
Quality of creative work viewed
Strength of endorsement from friends/colleagues
Reputation of agency
Online trade press reports
• Results of online research most important
• Role of recommendation also high
Pitch consultant role at shortlist stage
• Pitch consultants play a limited role when determining the shortlist
30.0%Some
If you use a pitch consultant, do they determine all the agencies you shortlist?
46.9%
3.1%
None
Most
All
20.0%
Use of internet as a research tool
• Internet extremely important to most respondents to identify potential agencies
How important is the internet as a tool for helping you find your next agency?1 = not at all important; 5 = very important
0.0%
1.5%
16.3%
35.6%
46.7%
One
Two
Three
Four
Five
Want to learn more?
• This is just an excerpt from our comprehensive survey. To get the full results please get in touch.
• Contact Greig Dowling on 020 7300 7333 or email [email protected]
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