Filed under: Zeitgeist
In the depths of a couple of fairly significant international pitches this week and I found a lovely piece of research that made sure any chip that might have been trying to take up residence on my shoulder was firmly given the flick.
This poll sought to determine what prompts brand spenders to search for a new agency, the most effective ways for agencies to engage with clients, and the reasons they choose one agency over another. Among the studys findings:
- In general, clients don’t feel that size matters, but agencies tend to believe it does.
- The majority of clients (83%) don’t feel geographical location is an issue, but many agencies think it is.
- 85% of clients say agencies don’t prepare enough.
- Most clients (75%) are seeking to buy actual solutions to business problems – whereas most agencies think the client is looking for advertising, PR, design or some other silo-fit.
- Clients want agencies to be far more proactive, whereas most agencies like to sit in the bunker.
Examining the reasons for choosing one agency over another, the study (pdf) found that though “chemistry” and “strength of creative work” scored highly, as might be expected, so did “quality customer insights.” Respondents ranked the various factors as follows:
- Quality customer insights
- Creative work
- Service level / response to needs ongoing
- Cost control
- Innovative / strategic thinking
- Case for ROI
- Client list
- Strict adherence to brief
- Seniority of account team
I’m refreshed and invigorated that it is the ability of an agency to see connection between the brand and their audience and the passion that they bring to their work (which is what I take to mean chemistry) that are the fundamental drivers for client agency lerve. Vive L’Amour!
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